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BizReport : Email Marketing : September 22, 2008

How split-testing can improve email campaigns

Sending out an email is just the tip of the iceberg when it comes to email advertising. Once the email is sent there are a plethora of metrics to keep up with, which is likely why more A/B split-testing isn't done at the beginning of a new campaign. But, not testing messages is probably a big factor in why email messages aren't performing better.

by Kristina Knight

Think about it. An A/B split-test sent to a small portion of your email list could totally change the way your next campaign begins and ends.

A/B split-testing uses two different emails. The emails "sell" the same things but the content, layout and subject lines are different. By sending out two emails and studying the results, marketers can see how consumers are reacting and the higher performing email is sent to the rest of the email list.

Sounds simple and, really, it is simple. Still, many email marketers aren't split-testing at all, which is a disservice to their campaigns. Even if the difference is negligible, for example Email A has a 10% response rate while Email B has a 13% response rate, every little bit helps in today's tightening economy.

Used regularly, A/B split-testing is the difference between a campaign that underperforms and a campaign with a strong ROI.

Tags: A/B split-testing, email campaigns, email marketing

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