Test and report

Data is a tool best used to enhance intuition. Growth in marketing comes in fits and starts. Unplanned PR can tip the scales, or a personality can take you viral. The rest of the time, you learn through testing and measuring details. I performed regular A/B testing in the email channel at New West KnifeWorks. I measured the impact of subject lines, discounts, user experience, and design. Below is an example of a report for a design impact test that showed a meaningful result.