Don’t get me wrong, testing is important in email. We do quite a bit of it ourselves! But over the past few years, I’ve encountered many marketing teams that treat A/B testing like another box to check rather than implementing tests in a way that brings real gains. Many teams test on audiences too small to achieve statistically significant results. Other times the goal of the test is not clear.
Is 10pm the new best time to send B2B emails? Another interesting finding is that despite conventional wisdom, we had our second highest click rate at 10pm. This is a pattern we've seen with B2B email newsletters in the past. Decision makers and business owners in particular tend to do their research and reading in the evening, not at 9am during the work week. [...] [more]
It’s no secret I’m a big fan of using machine learning to improve the email experience for marketers, salespeople and their customers. But the truth is, send time optimization is NOT for everybody. [...] [more]