Use Testing to Continuously Learn More About Your Audience

Through testing, you can gain insights into your subscribers and their preferences that help you send strategic, optimized, and better-performing campaigns. The team over at Emerson, a manufacturing and technology company, wanted to generate interest in their product by offering a free trial via email. While they knew their B2B audience consisted mostly of conservative, middle-aged engineers, they were unsure which type of offer would resonate best—and ultimately produce the most leads. So, they set out to test…and test…and test again!