HINGHAM, Mass. - BostonChron -- You've likely heard us talk about Six Sigma email marketing campaign management so much that you think we invented it. While we certainly did not invent Six Sigma, we have learned how to successfully adapt the methodology toward direct response email marketing.

Six Sigma is a disciplined, data-driven approach for the continuous improvement of any product, process, or service. It seeks to continuously remove the weakest-performing components and replace them with better-performing components – a process and an approach we believe works well when applied to direct response and email marketing.

In direct mail, this could be testing three different postcards with unique URLs and tracking codes, then eliminating the bottom performer and testing a new approach.

In email, you can test more frequently than direct mail. We are deploying up to six Spotlight and Preview campaigns per week with many of our publishing partners. Compare that to direct mail, where the testing frequency is much more limited.

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Let's talk about how you can use email marketing to leverage the principles of Six Sigma.

5 Six Sigma Email Marketing Campaign Management Strategies

In their book The Six Sigma Way, authors Peter Pande and Robert Neuman say that even more important than the tools you'll use to implement Six Sigma, is the mindset you have approaching it. You must be asking the right questions and then acting and responding to the results. If you're prepared to do that, let me share some of the secrets to Six Sigma email marketing campaign management we've learned from managing this process for our publishing partners.

1. Develop a series of creative to test.

2. Brainstorm a series of offers to test.

3. Decide on A/B Split Testing or Sequential Testing

4. Leverage your editorial team for relevant, curated content.

5. Act on the results.

Be disciplined and let the data speak for itself. And if you'd like help with Six Sigma email marketing campaign management, reach out to Christy at christy@mequoda.com