Testing gives us the ability to see every aspect of our marketing as it unfolds. With that kind of insight, we can fine-tune our marketing and constantly focus on improvement.
A/B testing means that you are simply testing one sample against another. A/B tests can be completed using subject lines, layout, copy, and more.
With an A/B test, you want to make sure you test one variable at a time. All other elements (including time of send) should remain the same.
While A/B testing is an effective means of fine-tuning your email program, multivariate testing offers some significant advantages. You’ll know the “winning combination” sooner, and it’s less expensive and time consuming.
For either A/B or multivariate testing, I recommend these steps to get started: get organized, decide what you want to test, decide which segments you will test against, and create your test groups by selecting random samples.
Ultimately, testing gives us the chance to act like real marketers driving real actions. We get to play in a giant sandbox full of data, creative, and strategies in attempt to build the biggest castle for our organizations.