Using the A/B Testing Tool in the emfluence Marketing Platform, you can create up to five variations of an email, with options to test everything from subject lines to call-to-action buttons, from names, email content, and more.
Getting started with the A/B Testing Tool
To get started, just click the “Create A/B Split” button on the compose step of your email. You will always have the option to delete any variations you create.
Once created, you will see options to create variations of pretty much everything. While you can customize as much as you want, remember that traditional A/B tests usually compare subtle differences, like subject line and CTA text, so if you’re going to go crazy with changes, make sure you have a good reason!
Determine Contact Distributions Between Versions
For this example, we have created three versions of the email, A, B, and C, and now must decide how to distribute our list. Note that when creating an actual A/B test, you will likely want to make your test groups smaller, and give your winning group the majority of the contacts. For the purposes of this demonstration, though, we have distributed each version 30% with the winning email going to the remaining 10% of contacts.
You can manually or automatically send the winning email
On the delivery options step, you have the option of sending test emails manually, as well as sending the winning email manually by viewing the results yourself and making a decision (see below). If you set a delivery date & time, metrics will be counted, and at that point, the winner will be selected and sent out. The metric options are unique views, unique clicks, or click-to views.
Watch the results come in
Once you send, you will be able to see your A/B test results in real time. True email marketing geeks will be rooting for their personal favorite to pull ahead! C’mon Team A!
If you want to be more hands on, you can watch the results, then decide at any point which version of the email you would like to send out.
Congrats to Team C for having the most clicks in our A/B testing demo!
