Split & MVT Testing

Earlier today I was speaking at the DMA Email Customer Lifecycle Win-back breakfast seminar. The sessions (it was a long breakfast!) featured case studies of win-back campaigns from three companies.

Would you send an email campaign without split-testing first? In my opinion the answer to both questions should (almost) always be a firm ‘No!’ By definition, a split test (often referred to as A/B Testing) is...

The word “test” scares many adults. Well, at least it scares me. It brings to mind school exams and report card day, with my teacher standing in front of the classroom and calling out names...