Learn to use A/B testing in PowerMail to get the results you seek fom your communications
Click here to learn about using the A/B testing tool in PowerMail
Determine what you are testing
Before begining an A/B test, figure out what you are testing and what your comparison criteria is. Only test one variable at a time!
Popular variables for A/B testing are:
- Subject lines
- Content length
- Content (images, buttons, colors etc.)
- Time and date sent
Determine what is your success criteria
Figure out what is the result you are comparing in an A/B test
Common comparisons are:
- Open rate
- Click through rate
- Actions taken (when combined with Advocacy)
- Tell-a-Friend shares
- Donations received
Make sure your test has time to run it's course
Jumping to conclusions and determining a winner before giving the test time to complete is risky. Early indicators can change as time goes on.
For more information on A/B testing:
Beth Kanter's Blog www.bethkanter.org/ab-testing/
Nonprofit Hub http://www.nonprofithub.org/members-only/ab-testing-for-nonprofits-explained/
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