eROI: 37% of email marketers still don't test

Testing, testing. Apparently many email marketers still aren't testing their messages and campaigns prior to launch, which is the most likely culprit of flagging email conversions. According to a new study from eROI, 37% of email marketers are not testing messages.

by Kristina Knight

The new study, Use of Testing in Email Marketing, researchers were told by non-testing marketers that they either didn't know how to test (33%) or they simple don't have the time (27%). Just over 10% reported that their marketing platform doesn't have testing capabilities.

Of those who are testing, just over one third (36%) are testing the timing of messages to determine which time of day and/or frequency leads to more click-throughs, view-throughs or conversions. About half (49%) have found that mid-day messages, those delivered between 10AM and 2PM, convert more often.

While it is understandable that marketers feel pressed for time, it seems silly that marketers are using the 'too little time' excuse. There are a number of platforms which allow simple testing in a short time frame; using these platforms, or conducting a more customized test, would seem to negate any time factors. Knowing how one campaign performs against another holds huge benefits for marketers, especially in today's tight economy. Even if Campaign A only performs 10% better than Campaign B, isn't that 10% worth the additional time it took to test out the messages?