Group testing helps measure marketing effectiveness

Group testing is a good way to measure the effectiveness of online marketing campaigns, an industry expert recommends.

According to David Baker, testing the effectiveness of email marketing on different groups provides a reliable means of scientifically gauging the impact of promotional messages.

Writing on the Email Insider blog, Mr Baker recommended that marketer can test email frequency by sending more messages than usual to one group, the usual amount to another and few to a third group.

This enables marketers to see which strategy is most effective and which offers a greater number of conversions and click-throughs.

“You can show a pure incremental change in segments and even isolate to [the] types of emails they receive,” Mr Baker said. “It’s not difficult to administer and just requires you to be consistent.”

According to 2007 Rendering Report by the Email Experience Council, 21 per cent of business and consumer emails showed up completely blank when images were turned off in email clients, 28 per cent of emails were sent with non-functioning links.