January 9, 2020
Split test your way to success
An easy way to increase your email open and click-through rates
Split testing your communications is a simple, proactive way to improve your email communications using data. This involves sending one variation of your content to a subset of your contacts and another variation to another subset. The goal here is to work out which version of your content generates the best results.
The good news is that you don’t need to rewrite all your emails. You might only need to tweak a subject line to improve your open rates by 10% or rephrase a couple of sentences to see a 3% increase in click-through rates — but you won’t know unless you try. Just ask former US President Barack Obama. After his communications team analyzed the performance of his email marketing campaigns, they discovered a $2.2 million difference in donations received between the best and worst-performing email subject lines (Bloomberg).
No one wants to miss out on those kinds of numbers, which is why we've built out this simple journey to explore how you can test content variations on a small group of contacts to measure initial engagement and interaction rates.
Test before you send
This journey allows you to split test your email content on a small segment of your audience, before sending your communications out to your entire list. This journey is set up to split your subscriber list by 80% and 20%. The smaller segment will be used to test different variations of your communications, including variations in email copy, links, or subject lines. You can then use the valuable insights gained from those test sends to refine your content and send the most effective version of it to the remaining 80%, either using the same journey or as a one-off email send in Campaigns.