Emailcenter are pleased to announce the launch of the Email Industry’s first Integrated Multivariate Testing tool for email.

While ESPs have offered A/B testing functions within their platforms, and some 3rd party solutions are available, this is the first time a full scale MVT solution has been built within an ESP’s offering.

MVT takes A/B testing to a new level by allowing marketers to test more than one thing within their campaign, without losing validity of the results. Now marketers can implement all of their desired testing in much shorter periods of time as a result.

Initial pilots of the tool by Maxemail users have seen click rates improved by as much as 49% versus the original control message. Typically customers are experimenting with button colours, call-to-actions, hero imagery and headlines.

Setup of an MVT email is easy. Simply create the content variants, tag each one as to what part of the email it should appear, and insert the MVT tokens into the relevant sections of your email. Maxemail then calculates all of the combinations between variants, and sends each to equal random samples of your list. Reporting is automatically available against MVT emails, showing both every combination of variants (full factorial) or the best performing variants without taking into account the combination of variants (Taguchi).

Offering both analysis options allows marketers with even the smaller data sizes to start taking advantage of MVT. Indeed a common myth is you need far more data with an MVT than an A/B test to make it worthwhile, however where trying to improve clicks the Emailcenter MVT Calculator shows less data is needed than traditionally thought.

Customers interested in enabling MVT to their account should contact their Account Manager in the first instance.

We have been working hard to develop even more innovative features in Maxemail and will soon be releasing Maxemail Version 6.

Version 6 will contain some exciting new features, including:

Visual Feedback Interface

• Give feedback on an email design by tagging/highlighting the actual email within Maxemail itself.
• Feedback is visual and therefore will reduce ambiguity and save time.
• With all feedback and comments in one place there will be no more endless email chains.
• Store revisions for archiving/auditing purposes.

Advanced HTML Editor

• Non-technical users will now be able to edit emails through a drag and drop interface without needing HTML skills. No more broken code!
• Ensure branding consistency by locking down areas of a template.
• Update all emails using a particular template by simply updating the master template.
• Easily change the order of content within a template and add/remove content blocks.
• Maintain a content library of assets and simply drag content into the email.
• Dreamweaver compatible – create a ‘Dreamweaver Template’ (.DWT file) and import it into Maxemail without the need of any special markup code.

Automated Split Testing

• Predetermine win criteria and Maxemail will complete the send once campaign results are in.
• Choose criteria on any statistics, including open, click and conversion.

Enterprise Control

• Define specific access rights to data, emails and assets per user.
• Control which groups of users have access to which lists, emails, content, reports and other assets.
• Set read and write permissions on any folder.
• Each user can belong to any number of groups and Admin users can see and edit everything.

To speak with a member of our team about any of the features above please call 01327 350921 or email our client services team.