How do you use JICMAIL to improve results through a planned test and learn approach?

Use JICMAIL to improve results through a planned test and learn approach.

This means

• You can use the insight from JICMAIL to inform a test and learn approach for your campaigns including testing of innovation (e.g., QR codes).
• You can plan more effective campaigns by creating new mail content or audience targeting recommendations within a classic A/B testing approach.

For example, JICMAIL data tells us that including product / service information increases response and engagement (for example, people are 1.5 times more likely to find out more online) so it could be worth testing as a combination with your statement within a test sample, versus a statement only control, to see which works best.

• Use JICMAIL’s test and learn toolkit in combination with your own knowledge of performance to inspire a series of structured tests using JICMAIL benchmarks and KPIs as benchmarks for the tests.
• Reference to JICMAIL insights and benchmarks, supports a commitment to continuous learning and a practice of systematic test and learn.