Email tests generate so much data that they can not only identify customer actions (conversions) but also brand affinity (opens) and content relevancy (clickthroughs) to provide deep insights that can dramatically boost results.
The primary purpose of testing email is to learn as much as possible about your recipients in order to improve future campaigns.
Don't test with the goal of improving a single send. Instead, leverage response data to help build a knowledge base about your customers.
Once you integrate testing results with preferences, demographics, purchase history and other customer traits, you'll learn not only which message characteristics most appeal to recipients, but which recipient characteristics best align with various message elements.
In other words, you're not simply testing to discover which offer is best for your overall customer base, but rather which groups of customers prefer specific offers. With that information you can segment your lists for better-targeted campaigns.
Next: Next steps
