A few articles worth reading about the importance of MVT

“Understanding the effectiveness of variants, and using the results in real-time to create new variants or reduce to just one, is vital for effective email campaigns.
http://www.marketingtechnews.net/news/2016/dec/21/why-personalisation-still-key-effective-cross-channel-digital-marketing/
21 dec. 2016

“It’s time we started getting more turned on about the results email can deliver when we take the creative potential for email seriously.”
http://www.adnews.com.au/news/email-marketing-we-need-to-stop-being-creative-snobs
24 aug. 2016