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.
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
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.