The sales process is an art and a science, but having data to support the methods helps the sales team work and test more efficiently. A/B testing might reveal that there are different upsell message winners among each customer segment. With this information in hand, the sales team can tailor their approach to different types of customers. 4.

Tailor promotion strategies Promotions come in all shapes and sizes, and finding the best deal can take some testing. However, the email team might share that forward rates are higher on referral emails when the offer is cash back, but the program generates more high-value referrals when exclusive access to new products is at stake. Knowing what prioritises quality over quantity can help the promotions team refine its strategy. 5. Discover Product Opportunities Customers send signals or feedback about the types of updates they want in the future, including via email. For example, you may find customers who showed higher interest in a particular feature in an email have higher retention rates.

By noting this connection, your product team can pay more attention to this critical element when walking through the product in the application. 6. Optimize for Preferred Devices Knowing your subscribers' preferred devices helps the messaging team prioritize testing. How can other teams benefit from device insights? On the one hand, it can help your business understand how users move between devices for different types of tasks. Email, product, and web teams can compare notes across popular devices and browsers for their channel. Are the same devices used between channels? If so, is there a consistently great experience across all enterprise touchpoints on this device? If major devices aren't consistent, what could this tell you about how customers interact with v