08 Oct 2010 Posted by slazardi No Comments
Emailbrain has a new feature: A/B split testing
We came up with a brand new feature, and this one is focused solely on improving your statistics. It’s called the A/B split test feature. “Huh?” we hear you saying. Well, let’s get that confused look off your face and listen up, because this one’s here to maximize your email marketing campaign!
As an enthusiastic email marketer, you’ve been checking all the reports and statistics of your sends. Notice how they’re never quite the same? Open and click through rates always vary – and you’ve probably been wondering why that is. After all, your newsletters are all designed in the same template and style… Sound familiar?
A/B split testing was developed to help you assess what strategy and techniques work best for your email marketing campaign, which of course just means that it tests what your subscribers like most.
This feature allows you to draw up different variations of your newsletter, and then send these different newsletters to only a percentage of your contacts. This way, you get to test how a small percentage of your subscribers reacted to the different newsletters, so you can pick the one that worked best and send that winning newsletter to all your subscribers. Here’s how:
With A/B split testing you have two options: The first option allows you to select 5 newsletters to compare – perhaps all with the same content, but each with a different images, or even slight changes in the design or content. (You don’t have to have 5 different newsletters, you can even just do 2 if you’d prefer.) Alternatively, you can test up to 5 different subject lines for the same newsletter; say, for instance, varying in length or tone.
Once you’ve decided what it is you’d like to test, you can then decide on a percentage of your mailing list to test it on. So, if you choose to send the test to 10 % of your mailing list and you want to compare 2 newsletters, then 5 % will receive Newsletter A and 5 % will receive Newsletter B. Once you’ve figured out which one was more successful, you then send the best newsletter to the remaining 90% of your mailing list. And don’t worry: The system keeps track of who received the test, and who received which version – so none of your subscribers will receive your newsletter twice!
How do you assess which one worked best though?
It’s easy, and again, it’s your choice! You can decide what’s most important to you and your business: How many readers opened your newsletter, or how many clicked through to your website. The A/B split test will then assess accordingly and you’ll receive a table (kind of like our reports) depicting the statistics and status of your send.
You can use this feature as much as you’d like, in fact, the more you test and improve, the better for your campaign. After all, continuous tests will help you stay on top of subscriber trends. Experiment to your heart’s content!
So on your next send, use our A/B split test feature to get a feel of what works for your subscribers and send them only the most popular newsletters. Can you feel your campaign statistics booming already?
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