Measure twice, cut once. It’s a cardinal rule in construction. It should be a cardinal rule in email marketing as well. Lead generation, lead nurturing and the ability to create demand is both an art and a science (heavy on the science). The same is true in construction – designing a project is both art and science.
You should always treat your marketing campaigns the same way – measure twice, cut once. Test, refine and measure your messaging and reconfigure to drive your desired results. You wouldn’t just start cutting lumber and hammering in nails without at least knowing what the outcome will be, right?