The advantages of using an e-mail campaign as part of your marketing strategy are that you can exactly measure your efforts and then fine tune your future campaigns based on your findings. To optimize your e-mail campaign to be the best it can be, take a look at your variables, test them and measure them in order to harness the best possible outcome. Examples of variables to test in your e-mail campaign: Sender: Measure opening rate by: using your company’s name, an individual’s name, a keyword etc. Find a successful sender name and then stick with it for branding and