The Truth About Email Testing
Everyone and their brother/sister are now singing the praises of A/B and multivariate email testing. But as a marketer I like to differentiate myself so I’ll play devil’s advocate. This post challenges these email testing methods to see how accurate they really are. The results are a little scary. Background After almost a decade in…
Why Marketing Automation Can Fail and How to Ensure it Doesn’t
Summary This article examines some common causes of failed marketing automation implementations and presents solutions to help mitigate these risks. The Problem Over the past few years I’ve read many articles about the high rate of marketing automation failure. I’ve also witnessed some failures first hand. Failure can come in the form of low ROI…