Even more than websites, emails give you a chance to run all kinds of experiments. Every email you send is a chance to test out ideas and gather data. Earlier, Brandon wrote about the importance of transactional emails, and how Foundation for Emails 2 will enable you to more easily create rich, responsive layouts for those emails. But another great thing about transactional emails is that, because of their frequency and volume, they can provide you with a massive amount of data to play with, becoming an ideal playground for experiments.
Best practices can take you a long way, but every email is different, and without running experiments it is easy to end up doing a lot of work that doesn't actually move you in the right direction. As a product design company we care deeply about the qualitative experience we create, but we're also always looking for numbers to back up our decisions and show us that we're moving in the right direction.
Choosing a Target