| Split
variable testing involves sending to a sample of your
list different subject lines, content or other variables
to see which performs best before sending the best performing
variables to the remainder of your list.
For
example:
Case
Study: Kotex
Kotex
ran a campaign to raise awareness of their new
product to a rented database.
By
testing two subject lines to a small sample they
were able to double the amount of people opening
the email. |
Email
1:
Sample size: 10,000
Subject line: Latest holiday offers
Open rate: 32%
Email
2:
Sample size: 10,000
Subject line: Latest Spanish Break Bargains
Open rate: 43%
The
company would then choose the subject line in email
2 to send to the remainder of their list.
Maxemail
assists marketers in running split tests by ensuring
no email address receives more than one version of the
email and by providing reports that make comparison
of the results easy.
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