As most savvy email marketers
know, testing takes commitment,
passion, patience, resources and,
most of all, a willingness for things
to dramatically change and impact their program.
While split and simple multivariate testing have
been around for years, the truth is these tests limit
the amount of factors that companies test and
learn for dramatic impact to the programs.
In 2014, some marketers will take the words “test
it” to a whole new level by conducting Taguchibased
tests. Taguchi is a testing methodology
that allows for accelerated testing without
having to build and validate every possible
combination of test factors. By systematically
choosing certain combinations of test factors, it’s
possible to isolate their individual contributions
to an email’s success. Taguchi allows for testing
of six to 15 factors, with total possible testing
combinations between 2,000 and 32,000. Testing
in 2014 can and should reach a whole new level
when conversions and ROI become more difficult
to attain.