Show your email testing strategy some love

Roses are red,
Violets are blue,
we all need some love,
your testing strategy does too.

For some of us, love is in the air this Valentine’s day, and for others it might be the last thing on your mind. Whether you’re loved-up; panic-buying petrol station flowers, single, in a relationship or “it’s complicated”, there’s no doubt that cupid, hearts and all things romantic will be in abundance.

For us, it’s looking like dinner for one on the sofa. However, whilst Valentine’s might be spent alone this year, there’s still some love in our heart and we want to show some love to email testing strategies this Valentine’s Day.

For any relationship to stand the test of time, a level of effort needs to be put in. The same goes for your email testing strategy. Whilst we all like to believe we know our audience inside out, by testing regularly you improve your chances of understanding what really entices your contacts to open, what style of design catches their eye or what time of day you improve your chances of standing out from a crowded inbox. Don’t risk wasting time and resource on the wrong tactics based on assumptions, instead be guided by data, optimise your approach and increase engagement as a result.

It’s all in the chemistry

When it comes to testing, the options are extensive. However, your email testing strategy isn’t something that should be launched into by throwing everything but the kitchen sink at. Whether you’re changing your subject line, call to actions, altering the length of text or the “from” address, you need to plan thoroughly and set expectations.

Forget me not

Give your split test a clear one sentence title. This should sum up the test and will help keep you focussed. It will also provide a useful name by which the test can be referred to.

Guessing games

We all like to know where we stand, but the early days of a relationship are often a step into the unknown. How serious will this relationship be? Who will send the first text? Who pays for dinner? But there’s no denying we have expectations. Whether you call it a hypothesis or an educated guess, spend some time considering what you and your colleagues think will be the outcome of your split tests. Summing up your expectations in a simple sentence will help provide a measurement for actual results.

One step at a time

Stay on top of the variants you will be using and test one variable at a time. It’s always worth clearly stating what your variants are going to be, for example, “Variant A – Subject line personalisation removed” and “Variant B – Subject line personalisation”.

Only fools rush in…

Take the time to determine how you will perform the test. Will you perform a manual launch, perhaps creating two variants and collecting the results before launching to the remaining contacts? Or perhaps after one variant test, perform another to try further variations.

Love is in the details

Launch your tests based on your chosen variants then analyse your findings, (luckily Upland Adestra does that bit for you). Analyse and interpret your split test results with your colleagues and ask yourself some important questions – what happened, was it expected, what factors caused these good/bad results?

It’s not you, it’s me

It’s now time to accept or reject your hypothesis (educated guess) – was it correct or incorrect, what could you do differently to see a more positive outcome next time? Like a relationship, it may or may not work out. But take what positives you can from your test and carry your learnings into your next send to continue to further your email marketing success.

With a lot of love, your testing strategy will help you truly understand your audience and get greater results from your email marketing.

See how you can drive great results using multivariant testing

View All Resources »