Email marketing remains until today one of the most important media for providing customers with content and getting in touch with them.
Striving for optimized email campaigns is omnipresent, and collecting best practices is a constant effort to boost marketing ROI.
But when asking ourselves what the email recipient is really interested in, we are often groping in the dark. Only open rate and click rate reveal, whether an email was successful.
Principle of Eloqua A/B Testing
A more simple, but no less influential tactic to speed up this process is the so-called A/B Testing, with two different emails being sent. These emails differ only in one or just a few criteria. After the emails were sent out, you can measure factors like open rate and click rate and compare them against each other. Not necessarily a novelty in email marketing, A/B Testing, despite its strong influence and various options, is all too often not properly appreciated. It is even seriously neglected.
Some companies still shy away from this tactic due to its seemingly high technical complexity. I hope I can put your mind at ease, as the execution of A/B Testing is quite simple – at least when using the marketing automation platform Eloqua. We as Marketing Managers actually create simple campaigns ourselves and we also conduct A/B Testing. Naturally, email text and segments must be available beforehand.
And this is how it works
In The campaign tab in Eloqua you chose „Simple Email campaign“. You first start with a meaningful name for your campaign. The next step is to click on A/B Testing. You can either chose an existing segment or create a new one for your campaign. The same goes for the emails: chose template or create email.After completion of the first three steps you have to dig deeper into the A/B testing.
Take a look at the following graph and see at a glance the two emails which are being tested and compared with each other.
Depending on what exactly determines the success of your email, you can choose a winning metric. In our case we chose total opens. To simplify the process, you can also define, that after a certain time the winning email will be further sent out and the email with the lower open rate will be deactivated.
After you have determined the send-out time, you are already finished with the A/B testing.
It’s not really all that difficult, is it?
In my next blog I will give you a few tips and tricks on how to successfully execute your A/B testing campaign.
Until then I would like to recommend our white paper “Better Leads for Your Sales Team“