A/B TESTING CAMPAIGNS
Maropost
Summary - A/B Testing Campaigns
A/B testing campaigns test different versions of a single email campaign to see how small changes can have an impact on the final results. Within Maropost, digital marketers use A/B Testing Campaign process to create desired versions of the same campaign differentiated by variants that can be a combination of the following:
Email Content
Subject Line
Pre-header
From Name
Send Date & Time
The test versions are then sent out to a smaller audience to assess performance. Which campaign performs better is determined by a winning criteria selected by the user (digital marketers). The winning campaign is then sent out to the remainder audience.
The Challenge
A/B Testing Campaign process is a way for digital marketers to understand what kind of campaign (based on selected variant) drives more engagement from the users. The digital marketers use that knowledge to drive their decisions in creating campaigns in the future. The challenge is:
To create an A/B Testing Campaign process that enables digital marketers to focus on the end goal or better customer engagement, by allowing them to easily set up their emails with different variants.
To provide digital marketers, data driven insights to help them gain a clear understanding of how one version performed better than the other and to use that understanding to make decisions in the future.
