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In a nutshell, it is a method of testing where two versions of something are compared and assessed to see which is the most popular/successful. This is very common in website design/development and digital marketing.
The key is to only test one thing at a time. So, if we take email marketing, you might test two different subject lines, two different times of day, or even two different days in the week.
If you use a system to manage the test, such as MailChimp, in the instance of email marketing, it will only test on a percentage of your database, and then send the remainder of the database the most successful result.
Having recently read an article on the MailChimp database about the success of the rather bland sounding Newsletter August 20xx, as opposed to a more exciting (supposedly!) subject line, we decided to test this for ourselves.
The client had 1120 people on their database, so MailChimp selected 226 emails to send the test. Half would have the subject line: [Company Name] Newsletter Xxxxxx 20xx, and the other half would have a subject line playing on the name of the product being promoted.
The newsletter subject headline won – in terms of open rate, number of times opened, average number of times opened and click through rate. The system then sent the “winning” subject headline with the email to the remainder of the database.
Now, before you leap in, there are some words of caution here:
We realise this is a little more in depth than some of our Marketing Phrases, but thought you would be interested to read a real life example, rather than just a theory.
We definitely advocate testing your own marketing – and not just online. This works just as well with offline marketing too – does a red flyer get a better response than a blue flyer etc…
Don’t get so caught up in this that you distract yourself from what you are trying to achieve, but equally learn what works, hone it, refine it, and then do more of it!
If you would like to get your marketing sorted, then give us a call on 01256 83 11 10.