It can be very tempting to purchase data. When you’re trying to get people off your back, it’s an easy and convenient way of growing your list total. A bigger list total brings all sorts of wonderful promises with it: Greater influence, greater brand awareness, greater profit. Unfortunately it almost never works out that way… and here’s why!!
With an A/B split test you can only test one variable at a time. If you are testing multiple variables at the same time, how can you possibly know what it was that caused an uplift?Maxemail was the first email marketing solution to provide true multivariate testing to its users. In fact we’ve had it as a flagship feature of our product for nearly four years.
Here’s 3 reasons why MVT beats A/B testing
1 – You can’t argue with maths
Let’s say you want to test 5 different mastheads and 5 different CTA’s. You could do two different A/B split tests, but what if masthead 1 only causes an uplift when paired with CTA 3? There’s no way of knowing as long as they are separate tests.
In my opinion, cart recovery is a necessity for anyone selling online with almost half of abandoned cart emails opened, over a third of which resulting in completed transactions. However, crafting the correct message within your email makes all the difference for creating a successful cart recovery programme. Here are my top tips for getting it right:
Subject LineSo we have sent them an email 1 hour after they have left our site without completing their purchase and we want maximum impact in the inbox – what is the best way to do this? A cart recovery email should be very personal, so we recommend including personalised information about the purchase, including the product name and if you have captured it, the customer’s name.
Not a day goes by without me being asked a question around the optimum sending frequency. So what’s the answer? Every day? Week? Month? Really, the truth is, it just depends…
Now that does sound like the classic sit on the fence type of response you get from someone who doesn’t really know the answer. So let’s explain why ‘it depends’.Most people fall into 2 camps – those that think they are not doing any damage by blasting their database over and over and over and over again (you get the picture), maybe several times a week with no consideration of personalisation and a simplistic attitude of the more I send, the more money I will make. However this ignores the long term damage to the database that occurs when you over email.
Are you looking to enhance the performance of your email campaigns by dipping your toes into split testing?
If so, there are a number of important factors which should be taken into consideration before you begin. Therefore we decided to put together 5 top tips to prevent you from falling into some of the common traps associated with split testing:
1) Change only one thing at a time
With a split test you are looking to find out why something works better than another version. Therefore if you change multiple elements how will you know what caused the improvement? Stick to one change each time.