Split testing in email marketing has been around as long as the channel itself. But what are the benefits of using split tests for your campaigns?
Reuse the Results
The best split tests are the ones where the results can be re-used over future emails to continue to provide you with incremental uplifts in performance. When planning your test priorities, make sure you take this into consideration so that you don’t spend too much time on simple tests which give you limited future learning potential. For example, subject line tests often can’t be reused as the subject will always change from email to email, whereas testing the positioning of your call to actions, provides you with results that can be used across all of your campaigns.
The highest paid person’s opinion can be downplayed using a split test. Data cannot be argued with and it takes gut feel and opinions out of decision making, allowing you to stop management blocks getting in the way of progress.