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Always the contrarian, Ben Settle tries to make the case that testing email campaigns is …
- Impossible
- A big waste of time anyway
“I take great pleasure in tipping sacred cows … ” Settle writes. “Whenever someone says they ‘scientifically test’ emails, I call BS on it right away.”
He argues that true scientific-method-style testing is impossible with email because there are too many variables you can’t control, combined with the fact that tracking on mobile devices notoriously unreliable.
I think he’s mostly right—but probably overstating his case a bit (which, you know, is part of his style).
However, I agree with him 110 percent that you should focus less on metrics like clickthrus and opens, and more on sales activity and consistency.
“The real power is in repetition,” he says.
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Email marketing guru Ben Settle, who mails his list 365 days a year, makes the case for frequency using a baseball analogy:
Last week I was watching the White Sox game and saw a perfect example of how even so-called “loser” emails (i.e. emails that brought you little or no sales on a given day) can still make you mucho smackola. In this case, there was a man on second base who had gotten there on a double. The next batter hit a slow grounder to the second baseman, who threw out the batter, but the guy on 2nd had advanced to third. Then, the next batter flied out, but it was deep enough where the man on 3rd could score a run.
And that, my friend, is how email works.The man scored due to two outs by two other batters.
Those were not base hits, but they served the purpose of advancing the runner to home for a score.
In “email land” this happens all the time.
This kind of thinking reminds me of the Moneyball approach … i.e., when you’re taking a long-term statistical perspective—when you’re thinking about a 162-game season—it’s about aggregating a bunch of tiny incremental advancements over time. It’s not necessarily about hitting glorious homeruns that sail to the upper deck.
Settle’s moral of the story? “Quit screwing around. Get those emails out.”
