The New Litmus Test for a Great Email Marketing Program

View all of Chad's MediaPost columnsI used to say the hallmark of a great email marketing program was that they have a robust A/B testing program. It’s not just because I consider A/B testing a key optimization tool and a vital part of “listening” to subscribers, but because if a brand is taking the time to follow a rigorous A/B testing calendar and methodically building on learnings then the chances are very high they are doing lots of other things right.

While I still believe in the power of testing and what it signifies about an email program, I now have a new litmus test for email marketing greatness for B2C companies:

Does the majority of your email marketing revenue and engagement come from triggered emails?

This is a valuable bar to clear for four reasons…

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