One of the benefits of online marketing over traditional media placements is that almost everything on the Internet can be tracked. Of course this presents some headaches when discussing issues like consumer privacy, but savvy marketers utilize this advantage by continually testing and tweaking all aspects of a brand’s online presence to figure out what works best. Unlike running an ad in a magazine, where you have no control once it’s published or insight on who is engaging with it, your headlines, body copy, calls-to-action, offers, etc. can be tracked, analyzed, and optimized to give a better return on investment. Don’t be shy when it comes to trying out new material. Run A/B tests on your landing page call-to-action or email subject lines to find out which gives you more conversions, then use that insight to craft future content. The data is there, why not use it to help the brand?