‘Test new email marketing methods and be your own benchmark’ – ‘Experian Marketing Forward’ Blog
Jacob Davis says, “There was a time when marketing was purely art. The Don Drapers of the world felt that an angle, a message, a concept would work, and then they went and executed – the “genius artist” was at work.
Of course, this isn’t entirely true. It’s a romantic idea, though, especially for those of us in the current marketing world, where we’re inundated with data, spreadsheets and KPIs all meant to tell us what works and what doesn’t. Numbers without context, though, are just numbers, and worse, they can be misleading. That’s why marketers need to systematically test new email marketing methods to give these numbers some context. And testing, when done right, is just an implementation of the Scientific Method.
The scientific method, of course, is what you learned back in middle school science class:
- Ask a question
- Form a hypothesis
- Test the hypothesis
- Analyze the results”.
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