3/6/2013

Even the most harried marketer should make the effort to optimize six key marketing tools, writes Meghan Lockwood. Put your landing page to the "blink test" by seeing what it tells you in a few seconds. Test a one-sentence value proposition in house first, then try an A/B test with different versions in the outside world. For optimizing e-mail, start by cleaning and segmenting your list and don't ignore the fact that 80% of e-mail is now read via mobile devices and needs to scan properly there, Lockwood writes.

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