Before Running That Test, Answer These 9 Questions

As your email expert bloggers, we constantly remind you to test, test and test again. Even if it’s only a simple, basic A/B split test, we encourage you to run it.

If you’re new to testing, keep in mind you need to test a factor that will allow you to do something different (i.e. better) the next time around. For example, testing a subject line is good, but be sure to do it in a way that answers questions you have like, “Does my audience resonate more with word X or word Y to describe my solution?”

To help you get the most from your email marketing tests as you master this key email marketing tool, answer these questions as you set up your test:

  1. What are you testing for?
  2. What is the goal of your test?
  3. What are you looking for?
  4. Which elements you are testing and how?
  5. What is your timeframe for your test?
  6. What segment will you test?
  7. Will your test sample be big enough to be significant?
  8. How will you measure your results?
  9. What is the sequence of tests you will run?

It can be easy to go sideways on testing if you’re not clear on your goals and approach. These nine questions can keep you on track.

If you are a testing newbie and want to learn more by seeing which elements other companies test and how, check out, where you can vote on tests conducted by others and find out the results.

If you need email expert help creating a more strategic and sophisticated testing program, reach out to ClickMail. We’d be glad to help!

Published On: June 6th, 2012Categories: Miscellaneous email marketing topics

About the Author: Sharon

Sharon Ernst from is on a mission to improve the business and marketing writing skills of today’s workforce with her blog, newsletter and online classes. Her newest class on intermediate email copywriting covers 19 tips and techniques non-copywriters can put to use right away for better results. The class has real-life examples and before/after comparisons to make the lessons stick. Find her class at When she’s not busy helping employees, managers and marketers master their writing skills, she and her husband are busy raising pigs, cows, chickens and vegetables on their 20-acre farm.

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