"Something that we preach at eROI is to TEST TEST TEST," says Ryan Buchanan in a post at the company's blog. "We believe that testing should be an integral part of every email marketing campaign."

If you're not sure how to get started, eROI comes to the rescue with a free, downloadable Email Testing Guide that outlines what you should test, how to do it, and how to measure success. It also emphasizes that not all tests are created equal. "We have given advice on what metrics you should be wary of and which ones are more solid," Buchanan notes.

The Email Testing Guide walks you through these steps:

• Creating a plan and setting goals
• Building a test
• Sample testing and segmentation
• Measuring ROI
• Using results to optimize future tests

"Even with all the numbers and ideas that fly around during the process," explains the guide, "testing can be fun! Not just because it eliminates guesswork and settles arguments, but because of the surprises waiting around every corner. This bevy of information and direction is what proves the value of testing again and again."

The Po!nt: Check 'em off. Testing is worth the effort—and it may be far less intimidating once you have a good testing strategy in place.

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