A discussion of effective e-mail marketing requirements explains that testing to find out what works or does not is a key technique. However, only about 20-25% of his business-to-business (B2B) clients actively test, says Jordan Ayan, founder and CEO of SubscriberMail, an e-mail marketing service provider. Marketers that do test their campaigns see an excellent return, days Daniels. They are more apt to have e-mail conversions that are higher than the industry average of between 1% and 2% as compared with marketers that do not test. Forty-seven percent of testers report average unique conversion rates that are higher than 3%, while only 34% of non-testers attained that level of results. E-mail marketers are urged to define marketing goals by, for instance, increasing conversions for a specific product. The methods for driving that behavior are determined next, such as two different universal resource locators (URLs) placements, two offers varying by richness, the timing of the send, and targeted segments. Marketers should attend to deliverability matters by running messages through spam filters and creating seed addresses to ensure that messages are delivered and formatted suitably and in a timely way. Then testing can begin. Steve Morse of ClickTactics advises e-mail marketers to be creative with testing. For instance, one customer recently tested personalization that included the positioning of a photo of a sales representative in the e-mail and found that messages with pictures have stronger conversion rates. What is being sold is also a critical factor in raising conversion rates, so offers should also be tested.