Using A/B testing to boost your email response

Many of you may have already had a chance to run A/B tests on your campaigns, however if you haven't, you will find that its a very effective way to maximise your campaign results and learn about your subscribers. Secondly, it ensures that the message the majority of your subscribers receive is the most relevant choice - this is a win for everyone.

What is an A/B Test?

An A/B test involves two differing emails being sent out to a small portion of your subscriber list, with the most successful ('winner') email being chosen from the two after a defined period of time. The winner is then sent to the remainder of your subscribers. You may have heard this practice being described as '10/10/80 split' or 'multivariate' testing (however the latter involves changing multiple parts of your campaign). Perhaps you have heard reasons why people don't use it, such as 'it's too hard to do', or, 'by the time I get the results from the initial test, it will be too late'. The good news is that we've set up a very powerful and easy-to-use interface for your to conduct A/B split campaigns. As the results arrive in real-time, you don't have to wait until the following day to select your winning email; in fact, we'll send the winner out automatically.

So… Why test?

There are a number of great reasons why you should optimise your campaigns using A/B testing, including: The chance to experiment and learn from different subject lines - what will produce the better open rate, 'Receive 20% off all products at ABC Store', or 'Discounts on all products at ABC Store'? The opportunity to decide what email content is most relevant and responsive - Is layout A better than B? What call to action will work best? Deciding which From name is best - Do you go corporate 'ABC Store', or personal 'Bill Storeowner'? No matter what you decide to test, A/B testing will always provide you with useful feedback on your campaigns. For example, you will soon find that the process of choosing the 'perfect' subject will rapidly become less of a guessing game and more of an empirical study.

Want a demo?

If you would like a demonstration of A/B testing please contact Keith and we will guide you through the easy to use interface.