Orbitz, REI, ESPN, and General Mills certainly do.
This morning's panel, Email Top Chefs Master the Art of Testing, hosted by Lisa Harmon, Principal, Smith-Harmon (a Responsys company) featured 4 "chefs" who tested their email creatives and shared their results with those in attendance at the Email Insider Summit.
First up was Arti Parikh, Relationship Marketing Manager, Orbitz Worldwide.
The Plan: Refresh "Deals Campaign" (top 10 deals of the week) The Goal: Increase net contribution margin by 10% The Test: 3 versions
Consistent subject lines and send times
WINNER, Then did "second course" with Phase 1 winner being the control. Did 5 tests - buttons, photos, images, etc
Carolyn from ESPN
The Plan: Use email to sustain and grown fan engagement DJ Waldow Director of Community, Blue Sky Factory @djwaldow