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What day of the week results in better open rates? What time of day works best for donation campaigns? What about advocacy campaigns? What subject line works best? Answer these questions and more by conducting A/B Split testing. Use the best practices outlined in this workshop to get the most out of this powerful Salsa tool.
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EVALUATING YOUR EMAIL BLASTS WITH A/B TESTING
Jason Zanon, Senior Support Specialist
By the conclusion of this training, you will be able to:
• Understand the purpose and primary uses of A/B split testing
• Set up A/B split tests in Salsa• Evaluate the metrics A/B split tests
generate
Learning Objectives
Photo (cc) Yair-haklai at http://tinyurl.com/ccov4aq
Will more people respond to my call to action if I send it
earlier in the morning?
Would a new donate
button perform better?
Which subject line will get recipients to open the message?
A/B TestingSplit Testing
Bucket Testing
How does A/B testing work?
Compare opens, clicks, conversions
The strongest test goes to the full list
A/B Testing: The Salsa Ingredients
Creative Commons image from jordanmit09 http://tinyurl.com/prc3ty9
A/B Testing: The Salsa Ingredients
(This slide fulfills my quota of dubiously overstretched Salsa metaphors.)
A/B Testing: The Salsa Ingredients
Creative Commons image from jordanmit09 http://tinyurl.com/prc3ty9
Steps to A/B Testing in Salsa
• Create and target a main blast just like any email, as the framework for your A/B test
• Split off two test panels targeted to percentages of your main blast’s target pool
• Send those test panels, edited to reflect the desired variation(s) in content
• Send the main blast, with content of the “winning” test version
• Create and target a main blast just like any email, as the framework for your A/B test
• Split off two test panels targeted to percentages of your main blast’s target pool
• Send those test panels, edited to reflect the desired variation(s) in content
• Send the main blast, with content of the “winning” test version
Steps to A/B Testing in Salsa
Begin with a normal, everyday email blast
Steps to A/B Testing in Salsa
• Create and target a main blast just like any email, as the framework for your A/B test
• Split off two test panels targeted to percentages of your main blast’s target pool
• Send those test panels, edited to reflect the desired variation(s) in content
• Send the main blast, with content of the “winning” test version
Use the “A/B Split Test Blasts” button in the very last step …
… then set the percentage sizes of the recipient pool who’ll get test blasts …
… and proceed to introduce the test variable by editing the two test copies.
blast
Steps to A/B Testing in Salsa
• Create and target a main blast just like any email, as the framework for your A/B test
• Split off two test panels targeted to percentages of your main blast’s target pool
• Send those test panels, edited to reflect the desired variation(s) in content
• Send the main blast, with content of the “winning” test version
Submit each test blast
Compare!
Compare!
Steps to A/B Testing in Salsa
• Create and target a main blast just like any email, as the framework for your A/B test
• Split off two test panels targeted to percentages of your main blast’s target pool
• Send those test panels, edited to reflect the desired variation(s) in content
• Send the main blast, with content of the “winning” test version
Swap into the main blast the content of the top test
• Isolate one variable per test• Subject line• Personalization• Salutation• From Name• Day of week, time of day• Images and design elements• Wording/presentation of action buttons and links
• Consider statistical significance• Re-test things you “know”: it’s an ever-changing
environment
A few tips …
CONTACT INFO
Read, learn, discuss – help.salsalabs.com
Training & Learning Team – [email protected]
Salsa Support – [email protected]
THANK YOU!
