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You can maximise the effectiveness of your campaign prior to launching it by running a split test, also known as an A/B test. This is done by creating two alternate versions (A and B), each sent to a small separate subset of your recipient list. The results are monitored over a given period of time to determine which one triggers the greatest number of clicks and opens. The winning version is then sent to the remainder of the recipients in your list.

 

Setting up the test

The following provides a brief summary and understanding of the process involved. This is explained in greater detail within the membes help area.

 

A/B Test settings

1. Select an A/B test type

There are three options for deciding how your A and B versions will differ. These are:

i) by Subject line

ii) by From name

iii) by Email content

 

2. Choose recipients

After creating both versions of your campaign, you'll be promted to select a subscriber list, or lists. Once the test is running, the list is locked down. Any subscribers added afterwards will not receive the campaign unless targetted separately.

 

3. Define test settings

There are three things to specify at this stage:

i) Size of the test group

ii) How the winner will be chosen

iii) Length of time to run the test

 

A/B test snapshot

4. Preflight testing and adjustments

Before sending the A/B test you'll need to ensure everything is good to go, since you cannot make any changes once the test is launched.

 

5. Schedule the test

For now or later.

 

6. Monitor the results

Progress of the two campaigns is presented graphically, and clearly shows the rate of clicks each campaign has gathered, as well as other metrics. If there's already a clear winner before the alloted time is reached, you can send the campaign early. The A/B data is also included in the final report.

 

Progress graph during A/B email testing

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About Axetis

  • Who is Axetis?

    Axetis is a technically and commercially oriented marketing and management agency having first hand experience in the science and technology based industries. The agency originated in 2006 when a core Read More
  • We understand your business!

    You can find plenty of marketing firms knowledgable in graphic design and promotion. Of these however, few have any hands-on laboratory experience or relevant background in a scientific discipline that Read More
  • Clients we have worked with

    Axetis has worked with an extensive list of clients. Most are from within the biotech industry, a few from without. These are a few of the brands in our portfolio, Read More
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