practical-ecommerce: Email Marketing: Split Testing Improves Results “Up to 191 Percent”

May 26, 2009 · by Matt Carroll

Split testing of email marketing campaigns can improve open rates, click through rates and even purchase conversion rates. More email service providers are offering split test functionality, making it possible to upload two or more versions of a single broadcast and send them to random segments of your database.

A few days later, you compare the results. Ideally, sales or conversion tracking is set up, too, so that you are comparing the results that matter the most to your bottom line. Otherwise you will have to settle for comparing open rates and click through rates. Declare the better-performing version of your test as the “winner” and use it next time, perhaps against a new experiment, and so on, in a process of continuous improvement…read on