Thursday, May 21, 2009

Testing Will Test Us All

This morning, I got promotions from Silverpop and Marketing Experiments. Silverpop was inviting me to a webinar series “In Search of the Ideal Email Send Time.” Bottom line promise: Reach recipients on the precise day and precise time they’re likely to be checking email and increase e-marketing returns by 30 to 100 percent. Marketing Experiments has a webinar, too: “Optimizing Your E-commece Site” focuses on test strategies that will boost revenue 56%.

All this testing is a daunting responsibility for marketers used to simply uploading e-stuff “whenever,” but testing and adjusting always has set direct marketing apart from other forms of promotion. For years, we’ve paid production experts to help us execute and measure sophisticated direct mail tests. Now we need to do the same for email and e-commerce. Our skill-set requirements are changing rapidly and it’s a bit scary, but the chance to learn something new while doing better also comes with the evolving e-territory. E-victory!

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