By Stephanie Carrillo, Senior Marketing Consultant at Heinz Marketing
For many years, I worked in B2C marketing for large technology companies where A/B testing was an ongoing process with teams dedicated to testing and refining in all areas of marketing. As I transitioned to working with small B2B companies, it felt like an entirely different world. Testing is not always a part of the equation.
Testing is key to making any marketing program a success. Nurture programs can be complicated; chances are you won’t get it right the first round. That’s why testing is necessary. We like to think of ourselves as experts, but everyone’s personal experience defines their behaviors. That’s why companies should always test. A testing plan will help ensure your content is still up to date and compelling.
Here is a quick list of items you should think about testing:
Subject Lines
Email Body
Email Design
From Name
Delivery Time
CTA
Landing Pages
Segmentation
So where to do you
