• by Dianna Dilworth , July 2, 2014

Sprint tests every email they send, Pam Messier, group manager of push marketing at Sprint Digital, revealed on a panel at the Email Insider Summit Europe in Montreux, Switzerland, today.

She suggests that marketers start with the basics and test things like copy, images and subject lines. Beyond creative, Messier also revealed that her company is testing data validity and look at how valid addresses actually are.

"It is important to prioritize based on your goals," said Messier. "You can't test everything at once. You want to compare monkeys to monkeys, not monkeys to zebras."