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
• ...
Photo (cc) Yair-haklai at
http://tinyurl.com/ccov4aq
Will more people
respond to my
call to action if I
send it earlier in...
A/B Testing
Split 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
• S...
• Create and target a main blast just like any
email, as the framework for your A/B test
• Split off two test panels targe...
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
• S...
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
• S...
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
• S...
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
• Ima...
CONTACT INFO
Read, learn, discuss – help.salsalabs.com
Training & Learning Team – training@salsalabs.com
Salsa Support – s...
THANK YOU!
Evaluating your email blasts with ab split testing
Evaluating your email blasts with ab split testing
Upcoming SlideShare
Loading in …5
×

Evaluating your email blasts with ab split testing

1,080 views
1,071 views

Published on

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.

Published in: Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,080
On SlideShare
0
From Embeds
0
Number of Embeds
516
Actions
Shares
0
Downloads
3
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Evaluating your email blasts with ab split testing

  1. 1. EVALUATING YOUR EMAIL BLASTS WITH A/B TESTING Jason Zanon, Senior Support Specialist
  2. 2. 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
  3. 3. 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?
  4. 4. A/B Testing Split Testing Bucket Testing
  5. 5. How does A/B testing work? Compare opens, clicks, conversions
  6. 6. The strongest test goes to the full list
  7. 7. A/B Testing: The Salsa Ingredients Creative Commons image from jordanmit09 http://tinyurl.com/prc3ty9
  8. 8. A/B Testing: The Salsa Ingredients (This slide fulfills my quota of dubiously overstretched Salsa metaphors.)
  9. 9. A/B Testing: The Salsa Ingredients Creative Commons image from jordanmit09 http://tinyurl.com/prc3ty9
  10. 10. 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
  11. 11. • 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
  12. 12. Begin with a normal, everyday email blast
  13. 13. 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
  14. 14. Use the “A/B Split Test Blasts” button in the very last step …
  15. 15. … then set the percentage sizes of the recipient pool who’ll get test blasts …
  16. 16. … and proceed to introduce the test variable by editing the two test copies. blast
  17. 17. 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
  18. 18. Submit each test blast
  19. 19. Compare!
  20. 20. Compare!
  21. 21. 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
  22. 22. Swap into the main blast the content of the top test
  23. 23. • 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 …
  24. 24. CONTACT INFO Read, learn, discuss – help.salsalabs.com Training & Learning Team – training@salsalabs.com Salsa Support – support@salsalabs.com
  25. 25. THANK YOU!

×