I came across this piece on the 'Three Vital Elements of Email to Test' this morning.
A tidy little piece which again highlights the importance of audience selection in any for of direct marketing, or indeed marketing in general.
The audience is primary when considering any form of testing as it more often than not actually provides you with the biggest uplift in response.
My 1,2,3 revolve around these areas
1 : Keep it simple or lose the ability to see the wood for the trees
2 : Counting to 10 before changing anything
3 : Lest we forget what we learnt last time
These are expanded upon in an article I wrote a while back on cuzziol.com
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