Just when you thought you were done, you realize that the campaign measurements aren’t necessarily conclusive.  Or you’re left with a lingering doubt as to whether the response was an aberration perhaps affected by a one time event. Smart marketers always retest results even positive ones to ensure before the budget is spent on a costly roll-out that they are fairly secure in a predictable outcome.

There are of course two ways to retest.  You can run the exact campaign a second time to confirm results and you can change one variable to test for improvement. Recently using a commercially available software platform that supports email marketing and provides analytics on the campaigns, I’ve been retesting to see if I can lift response rates. We retested lists, added a test for mutiple efforts, and retested the offers.

We got an additional 10% response lift by adding an effort. Now, we’ll retest adding more efforts to see how response rates are affected. Offers also had an impact and we’ve learned what doesn’t work when an offer sent response rates in a downwards spiral. The obvious point is that testing an retesting can have a beneficial impact on your bottom line.  It’s what you don’t know that should have you wondering if your leaving money on the table. Please note that in all our retests we only changed one variable at a time in order to get an accurate read on the outcome.

Retesting can and should be done with any marketing tactic you choose. Be sure your wow moments are repeatable before you commit marketing resources.