Friday, 18 February 2011 00:00

Supersmart email campaigns use A/B split testing

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Supersmart email campaigns use A/B split testing to determine which elements of an e-shot help the performance of a campaign, and which  don't.

Using an A/B split test on a sample of your mailing list, for example - to test two different subject lines, allows you to see which subject line gets a better open rate from your recipients so you can use the most effective subject line to send to rest of your mailing list.

However, supersmart marketers can take this a few steps further...here are three scenarios in which split testing can help you get the most out of your email marketing interface:

 

Scenario 1.    Want to know what drives click-throughs in your campaigns?

Use A/B split testing to get a better understanding of visitor behaviors and motivations.

Scenario 2.    Want to know why your campaign is not getting the click-throughs you were expecting?

Use A/B split testing as a diagnostic tool to find out what is going wrong and how you can fix it.

Scenario 3.    Want a definitive, evidenced argument to decide the 'best' way to design your email?

Use A/B split testing to dramatically test assumptions about the "best" way to design or write an email, from minor elements such as colour schemes and tone of voice, to more dramatic changes including choice of email template.

Hot BrotherMailer Tip!

Getting the most useful data out of your A/B split test: 

The most valuable results come from testing repeatedly. One-shot tests won't give you a full picture and will tell you very little. Be sure to make testing your campaign a consistent habit as cumulative data from tests over time really can have a dramatic impact on the success of your site.

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