By Savicom News

A/B Split Testing in Email

A/B testing is comparing two versions of a message to see which one performs better. You compare two messages by showing the two variants (let's call them A and B) to similar customers at the same time. The one that gives a better response rate, wins!

What can you test?

  Subject lines


  Call to Action Button



  Content Arrangement

Response Metrics

Metrics such as click-thru’s, open rates or conversions can be used to select the best test segment to send to the remaining recipients in the campaign. With CampaignPlus A/B Split Test, you can easily select a sample size, vary content, send tests, and analyze the best performing test/split before sending the winning campaign to the remaining recipients.

Avoid Pitfalls

Remember, testing will give you insight to the manner in which customers prefer to have your message delivered. Avoid testing too many variables at once so you can accurately determine which variables is creating the highest level of response. Last but not least, be sure to give your testing enough time before deciding the outcome. Although you may pick the winner at any time, we consider 24 hours to be an ideal minimum time for collecting data.

ProPlus and Enterprise Customers

Each A/B split test must start by creating a new campaign. Once, the new campaign has been created, go to the Splits tab and select the number of splits. If you are testing varying content, use the Split selector to select and enter the content for split A. Change the Split selector to B, and enter the content for split B and schedule the campaign. Once a campaign has been sent, the split test data will begin posting and reported separately on the Completed tab of the View Message and Response Reports area so you can review the results and determine the winner.

Savicom is a scalable email delivery engine and self-service ESP with proprietary delivery technology and a powerful interface to help you market smarter. Browse our Resources section to find other tips, tricks and insights to market smarter.