Do This To Get The Best Results Using Split Campaigns
Split campaigns are one of the best ways you can ascertain what your audience prefers in emails. They take one element, create a variant and then offer half an audience one variant and the other half the other variant.
What you can change in a split campaign is limited only by your imagination. For instance, you can change the text in an email, the colour of a call-to-action button, or what time the email is sent. Results from these campaigns can then be analysed and pushed into new campaigns for the future.
So, what can you do to get the best results from split campaigns? Here are some useful tips:
1. Test One Element At A Time
If you’re testing numerous elements of a campaign at the same time, you’ll face significant problems. First, you’re unlikely to have a significant sample size to determine any accurate results. In reality you would want each test segment to be at least 200-300 strong.
Second, you’ll never really know what element made the biggest impact on your split campaign. Not knowing what the deciding factor was in the success of a campaign, means you can’t replicate the success in other campaigns, and you’ll spend more time trying to find the best fit.
2. Continue Split Testing
While you might get the answer you want for one question, there are unlimited combinations when it comes to email marketing campaign design. Therefore, you should always be testing your campaigns to see if a slight adjustment can offer you better returns.
For instance, you might have discovered the best time for your campaigns, but a change in the call-to-action button might improve results more too. Split testing done on a regular basis continuously improves results and offers a better ROI for your marketing.
3. Treat Segments Differently
If you send lots of different emails to your various segments, you need to treat those audiences separately from each other. Male buyers might prefer a different time of day to your female buyers and therefore, you need to find this out.
Segmentation is proven to increase conversions and ROI of online marketing. You need to take your split testing to the same level and ensure you’re not creating generic rules for every audience when you can get better results by optimising content for each segment.
4. Run Tests At Least Three Times For Accurate Results
While it might seem counterproductive to run a test several times, it allows you to collect more information and ensure you’re making the best decisions. You never know when a test was done on a bad day and some of your audience didn’t participate.
By rerunning the test several times you can take the average results from all the tests to find the true preferences of your audience without bias. This may make the process longer, but it will yield long-term success for your email marketing campaigns.
5. Set Goals
It’s important that you set goals for your email marketing campaigns before you start a split campaign. Different campaigns should have different results, so, if you want more sales, you need to look at conversions, but if you want to spread the word about your latest news, you might look at the number of leads.
This can determine whether a campaign has been a success or not and whether a split test has improved the relevant action. For instance, if you have a split test that improves open rates but has no impact on conversions, then the test has not achieved any goals. You might need to look at something new to test.
Your split testing campaigns can be a vital part of your business’ success when it comes to email marketing. But you need to use the right tactics to ensure efficient use of your campaigns. Use the tips above to get the most from your split campaigns and see the best results from email marketing campaigns.
Do you use split campaigns in your email marketing? What tips do you have?
Let us know in the comments below.
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