Karel Koupil

Most marketing teams measure the success of email campaigns based on open rates and database size. But these metrics are of no interest to company management — they want to see predictable sales.

Just a few years ago, email was one-way. You sent a message and hoped that the recipient would click through to your website. Today? Today, the biggest battle takes place right in the inbox. Emails are no longer just passive information readers, but active playing fields. Interactive content is what separates average newsletters from those that achieve record conversions and build deeper relationships.

Higher open and click-through rates lead to more website traffic and higher sales – and that’s exactly what every marketer wants. But how can this be achieved? What is A/B testing and why should marketers care? A/B testing in email marketing means sending two different versions of a campaign to two different groups of subscribers to see which version performs better.

In today’s digital age, it is difficult to find anyone who has never received a marketing email. Although it may seem that this tool is losing its importance in the age of social media and online advertising, this is not true. Email marketing is still one of the most effective methods of communicating with your target audience, as proven by statistics and successful campaigns around the world.

In email marketing, accurate metrics are key to evaluating your campaigns and making further decisions, e.g. for automation purposes. However, the exponential growth of bots in recent years, especially those triggered by email privacy protection tools (Mail Privacy Protection), can significantly skew open and click-through metrics.