Webinar Roundup: Building Your E-mail List

Once you've got a good list and a good message that's spam-proof, don't stop there. Hone both with constant testing and experimentation in the form of A/B testing and segmentation.

A/B testing is a side-by-side comparison of two e-mails with different versions of one element, whether it's the subject line, message length, header information, etc. The key is to only test one element at a time and keep the e-mails as consistent as possible. Split your e-mail list in half and send the tests at the same time. And be sure both e-mails have a call to action that can be measured.