Today was a perfect example of why we need to measure the right stats when doing email marketing. We ran an A/B test this morning. One group of customers got subject line A; the other got B. Subject line A was opened more, so we sent A to the rest of our mailing list. (Be sure to read my UPDATE below.)
The problem? Subject line B actually generated more orders and a higher return.
Test, test, test and allow time to measure the right metric.
Since I wrote this (2 days ago), I discovered that Subject line A (which was opened the most) ALSO brought in more orders and higher dollars, after all. What does this show? Give adequate time to the process!
What have you learned the hard way about email marketing?