Study: Only half of marketers test email subject lines

Marketing pros have room for improvement, including with A/B testing and personalization, when it comes to sending promotional correspondence online. 

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A recent study from email marketing company GetResponse compiled data of 700 million marketing emails from more than 1,800 marketers. The results suggest that email marketers aren’t taking advantage of all the tools available to them.

For instance, the “State of Email Marketing By Industry” reports that around a third of marketers don’t optimize their email marketing efforts. When it comes to the subject line of an email—often the deciding factor in whether someone will open it—only half A/B test their subject lines.

Even though current marketing tools enable users to personalize their email marketing efforts, 42 percent of users send the exact same marketing messaging to their entire list. FREE DOWNLOAD: 10 ways to get employees to open and read your email

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