The Hows and Whys of Email Testing with Kath Pay of Holistic Email Marketing

If you've been looking at different ways to test your email campaigns, you've come to the right podcast. In this episode, InboxArmy's Scott Cohen and Garin Hobbs welcome best-selling author Kath Pay, founder of Holistic Email Marketing, to talk all things email testing. We dive into how to effectively use the scientific method as the basis for email testing, why achieving statistical significance is important, and the common mistake marketers make when testing.

We go deeper on the challenges of testing during the holiday season, how to test for engagement and conversion performance, and how testing emotional and motivational drivers can lead to more effective email campaigns.

03:51 - The Scientific Method and A/B testing
06:45 - The importance of statistical significance
15:05 - Testing motivations
18:21 - High impact areas to test besides revenue
25:02 - Testing that's actually meaningful
35:14 - The challenges of testing during the holiday season
46:50 - Leveraging frequency, segmentation, and motivations in holiday testing