While best practices are helpful, you don’t want to rely solely on them to guide your email efforts. You should also A/B test various aspects of your program to see what works best for your business and most importantly, your audience. It may be common to rely on best practices when determining things like the cadence or frequency to send an email. However, this could vary a lot depending on your business and customers. For example, let’s say you’re selling expensive consumer goods, which are typically only purchased a few times during the course of someone’s life, and your primary audience is older with a higher income. On the other hand, perhaps you’re selling an inexpensive item that can be purchased multiple times a month, and your customer is a younger, less affluent audience. How will these factors affect your approach to email marketing? The only real way to know is to test it. A/B tests should inform email cadence, timing, and frequency, as well as more creative areas, such as subject lines, messages, visuals, and offers. By doing so, you’ll gain the learnings needed to increase your open, click, and conversion rates.