You have a website, you have some content on it, but when you go to search on Google for terms related to your business you’re nowhere to be found. Sound familiar?

Search engine optimization or SEO for short is fast becoming a necessity for any small to medium sized business. You know it’s true, every time you’re not found online, your competition is winning.

I love testing, numbers and how they relate to marketing success.

If you’ve never run A/B tests for your email marketing campaigns, you obviously should. But, you probably already knew that.

As you start planning for 2012 and candidates begin their campaigns, take some time to plan out your e-mail marketing strategy.

Here are 4 great tips:

1. Determine a purpose and segment your list
For an effective e-mail plan, list your goals (raise money, differentiation, name id etc.), then identify which type of e-mail can help you reach each goal. Then segment your list by the type and frequency of e-mail each person should receive for maximum effectiveness.

Examine how newsletters, fundraising e-mails and other tactics hold hidden potential. And remember, where possible personalize content and make list subscribers feel like you're speaking only to them.

2. Test for perfect timing
The beauty of e-mail is that you can execute campaigns in real time. The best way for you to figure out how often to send and when to send campaigns is by A/B testing.