We’ve come up with another brand new feature! This one, the A/B split test feature, is entirely focused on improving your sending statistics. “Huh?” we hear you saying. Well, let’s get that confused look off your face and listen up, because this one’s here to optimise your email marketing campaign!
Being an enthusiastic email marketer, we bet you’ve been checking the reports and statistics of all your sends. Have you noticed how they’re never 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 a similar template and style… Sound familiar?
We developed A/B split testing to help you assess what techniques and strategies work best for your email marketing campaign, which of course just means that it tests what is most popular with your subscribers.
This feature allows you to draw up variations of your newsletter, and then send these different newsletters to a specified percentage of your contacts. This way, you get to test how a small percentage of your subscribers react to the different newsletters. You can then pick the one that worked best and send that winning newsletter to all your subscribers. Here’s how:
The A/B split test feature gives you two options: The first option allows you to select five newsletters to compare - perhaps all with the same content, but each with different images, or even slight changes in the design or content. (You don’t have to have five different newsletters, you can decide on any number up to five.) Alternatively, you can test up to five different subject lines for the same newsletter; each, for instance, varying in tone or length.
Once you’ve chosen 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, 5 % will receive Newsletter A and 5 % will receive Newsletter B. Once you’ve figured out which one was more successful, you can send the best newsletter to the remaining 90% of your mailing list. And don’t worry: The system will keep track of who received the test, and who received which version, so none of your subscribers will receive your newsletter twice!
But how do you assess which one worked best?
It’s easy, and again, it’s up to you! You can decide what’s most important to you and your business: How many readers clicked through to your website, or how many opened your email. The A/B split test will do the assessment according to which one of these two options you chose and you’ll receive a table (kind of like our reports) depicting the status and statistics 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 the A/B split test feature to get a feel of what works best for your subscribers and send them only the most popular newsletters. Can you feel your campaign statistics booming already?