Hypothesis -> Test -> Analyze -> Iterate?

The optimization cycle follows a clear progression:

Hypothesis: Start with a specific, testable prediction. "Adding urgency to subject lines will increase opens by 10% because it creates FOMO." Good hypotheses explain both what and why.

Test: Design and execute a valid experiment that can confirm or reject the hypothesis. Control variables, ensure adequate samples, run to completion.

Analyze: Examine results for significance, segment patterns, and unexpected insights. Did the hypothesis hold? What else did you learn?

Iterate: Form new hypotheses based on learnings. If urgency helped, test different urgency approaches. If it hurt, hypothesize why and test alternatives.

The key insight: Each cycle builds on the previous one. Learning compounds over time as you develop deeper understanding of your audience.

This cycle transforms email marketing from art to science. Intuition suggests hypotheses. Data validates them.