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Email marketers list testing as one of their top priorities year after year. However, most do no testing at all. At the very least, they rely on unscientific tests and their instincts to determine which subject line, offer, or creative will perform the best. Testing is not a short-term silver bullet that will solve all your problems. You can’t run a few tests and expect your program to hum along profitably for years. What worked well last year probably will not work now.