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It is not uncommon to feel the urge to second guess your choices while designing a new email marketing campaign. Would a different Subject Line get more attention? Would a different content create a bigger impact? Moosend's A/B Split Test Campaign is the way to solve this, by actually putting changes, whether large or small, to the test!
You'll have to choose one specific characteristic to the test each time; if you tried two at the same time you wouldn't be able to know which one is actually responsible for the results you get. That's why each test you do is focused on one characteristic. These are your options:
- the Subject Line
- the Content of the campaign
- the Sender
Based on whichever characteristic you choose, two different version of your campaign will be competing with each other, using your recipients as the deciding committee.
Whichever fares better will be dispatched to the rest of your recipients as the more successful version. That way you'll put your mind at ease and improve the efficiency of your campaigns, by getting to know what makes your recipients tick.
A. Trying two different subject lines
Deciding the proper title for your campaign means you'll be getting a better open rate! By setting a Subject A and a Subject B for your campaign, testing the two on a percentage of your list and then automatically sending the final campaign with the subject line that performs better to the rest of your recipients you'll be sure the increase your numbers, not just this time, but every time.
B. Testing the campaign content
Τhe second option allows you to check two different HTML files, which could have different messages, different text, different images etc.
As usual you'll have to set an easily identifiable Campaign Name for your own usage, a Subject line and a Sender for your campaign. The two content versions will be added on a later step: when you reach the point of having to define the HTML Content A and Content B you'll be prompted to import two different HTML files, either from a web location or directly from your computer.
Depending on how well the two versions perform on a test group, the rest of your recipients will be receiving the best HTML content, which is the one the test group interacted with the most.
C. Testing two different senders
It's not always an easy pick between using a person's name as the Sender and making your campaign look more friendly, or opting for your company's name to make it sound more professional. So let your recipients decide which one they like best!
Depending on how well the two versions perform on a test group, the rest of your recipients will be receiving the campaign which your test group opened the most.