• by David Goetzl  @dgoetzl, May 4, 2011

Helzberg Diamonds online marketing manager Lisa Dick said nothing can be something when testing an email content's effectiveness. If one design doesn't show statistically significant metrics ... well, that's good to know.

"Even no result is a result," she said.

In the diamond business, a learning could be to go with a prettier design the next time. Creatives do have sparkling assets to tap, after all.

Brian Brown, director of modern marketing at ideapark, said half the tests his company does bring statistically insignificant results in moving the needle. But "that just helps you in the future" as far as re-engineering creative.