Are you making objective (data-driven) or subjective (opinion-based) decisions? Most marketers are relying on their gut to make changes to their email program. The majority are doing no testing whatsoever. Stop gambling with your email program profitability. Test, test, test, to get smart on what works and what doesn’t-- and remember, you are never completely "done." It’s also important to refresh your creative on a regular basis. What worked well for you last year might not work now. Testing to optimize your email campaigns controls risk and maximizes returns. However, cracking the code on the best combination and variation of success factors requires real science. How basic or advanced is your use of the email channel for testing and market research? Do you include a control and run A/B split tests in every email campaign? Some of the most sophisticated and successful marketers are exploring multi-variable testing methodologies, which can simulate thousands of A/B splits simultaneously that statistically identify the best combination of variables to increase conversion rate. Testers achieve significantly higher open and clickthrough rates, and most importantly, higher conversion rates.