What You Need to Know About Email Split Testing

Split Testing and How Agencies Can Boost Their Conversion Rate Optimization for Their Clients

Let’s face it: Email campaigns and newsletters can be an ideal way to achieve repeat business, in addition to new customers. Marketing agencies, in particular, know that it’s often easier and cheaper to retain customers than it is to obtain new ones, and this is precisely why we recommend running what is known as “split testing” when marketers try out new techniques or formats for email campaigns. What’s more, improving conversion rates here can yield a bigger difference in the bottom line than many other marketing efforts, especially those of similar cost.

What is “Split Testing”?

Split testing (also referred to as “A/B testing” or “multivariate testing”) is a method of conducting controlled, randomized experiments with the goal of improving a website metric, such as clicks, form completions or purchases. Incoming traffic to a website is distributed between the original – known as “control” – and different variations without any of its visitors knowing that they have taken part in an experiment. Marketing agencies can utilize this protocol as a way to look for statistically significant differences in visitor behavior that emerges, with the results from each variation compared to determine which version showed the greatest improvement.

How Split Testing Relates to Marketing Agencies

The concept of email split testing with regard to marketing entities applies when marketers create a bulk email campaign, one in which a minimum of two different emails would be tested – these two emails would be split up among a segment of the total audience (for example, 10-percent), with one of the emails going to five-percent of the list and the other to a different five-percent. A split testing app would then determine a “winner” based on a goal parameter such as an open rate, click-through rate or another type of goal. Once the winner is determined, the winning email would be sent to the remaining 90-percent of the list.

Trust us: This is a pretty important part of optimizing a digital marketing campaign, as with split testing, agencies can boost their Conversion Rate Optimization (CRO) and offer more to their clients. Many of the web’s most powerful companies use this technique, including Amazon and Google, so you can rest assured knowing email split testing definitely offers something of value.

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