| Value of Testing in Email Marketing |
| Sunday, January 24 2010 23:00 | |||
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Now, for full disclosure I must say that I have known the founders of Pivotal Veracity personally for many years, and I congratulate them on their tremendous achievement of building their email optimization company and ultimately being acquired. They certainly deserve it. If Unica believed it was worth paying $18M for an email deliverability company, it obviously saw the value that Pivotal Veracity tools and solutions will bring to its client base and, ultimately, its profitability. We at Lyris believe in the same merits of testing and offer our clients the EmailAdvisor solution as part of our overall value proposition. While I am not going make this a product pitch for Lyris, it is clear that companies that value and actually conduct testing as part of their marketing road map see the benefits of making adjustments to their email marketing campaigns prior to launching. Email testing is a critical part of your ongoing brand management; after all, you are what you send. Lyris is committed to providing you affordable tools and solutions that enable you to become better online marketers, and they don’t cost $18M. Cheers. ### About the AuthorDavid Fowler is the director of email strategy, deliverability and privacy compliance for Lyris. He consults with email marketers to help them get better results from their email programs. Related Resources:
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Over the past several years there have been numerous articles, Webinars, white papers and blog entries pertaining to the merits of testing prior to launching email marketing campaigns. Some of the industry’s most respected thought leaders have all commented on this most important aspect of email deliverability and how it relates to performance, conversions and reputation.
