Businesses must 'test for responses' to email marketing

It is essential that businesses test how much of a response they are getting from their email marketing campaigns to see how successful they have been, says an industry analyst.
Businesses have been told that they must test their email marketing campaigns to see if people are actually responding to them, according to an industry analyst.
Matt McNeil, founder of the email marketing site Sign-Up.to, commented that it is important to communicate with customers and make calculations as to what they will want, but there is no substitute for checking whether they are actually responding.
He noted that it was very important for companies to define their target market when they are starting an email marketing campaign, but once it is underway it is vital to look at valid analysis of its success.
"You can make as many assumptions as you like, but you really need to test with live data to see if people are responding to your campaigns," he said.
Mr McNeil stated that it is necessary to take a different approach depending on which age group is being targeted, because some generations can be harder to win over.
Recent research by Epsilon showed that 18 to 25-year-olds want to be sent more special offers by email, in some cases more than once a day.

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