Testing in email marketing – which methods are available

Veröffentlicht am 7 October 2020 | von Sebastian Pieper


Testing is one of the most effective optimisation methods in email marketing. Let us introduce you to various testing procedures, from simple to complex.

Split-Run (A/B-Tests)

split run is a very simple test procedure. As the name suggests, you separate
your distributor into two parts. One half receives variant A of your email, the
other half receives variant B.

can use the knowledge gained for future emails. Split runs usually only test
one element, such as the subject line.

Additional tip: Send customers who have not
responded to one variant the other variant again.


Sampling Pre-Test (A/B-Tests)

With sampling pre-test you only need about 20 percent of the distributor for testing (more or less depending on the distributor’s size). Variant A or B receives 10 percent each.

The remaining 80 percent receive the variant that worked better some time later. The great advantage of this type of testing is that you can use the better variant directly for the main distribution board.

Sampling Pre-Test

Multivariate Test

multivariate tests, not only one element is tested, such as a green or blue
layout, but many different elements are tested at the same time and these
elements are also tested independently of each other, for example: Subject
line, font size, layout, different calls-to-action, etc.

This way you can test, for example, which combination of these elements works best. The variables are independent of each other, i.e. the font size, for example, is not related to the color scheme.

Multivariate Test

Real-time Multivariate Test

also works in real-time. In this case, it is already checked during a running
dispatch which of the tested elements work best and the sent email is adjusted
live to the test results.

For example, if a customer opens an email two hours after sending, he may receive different elements (because they are already optimized) than a customer who opened shortly after sending.

Real-time Multivariate Test

Further tips for successful testing

In our “Checklist: 20 tips for successful testing in email marketing” we show you, among other things, which elements you can test in email marketing and which different test procedures are available. To download the free checklist, please click on the cover and fill in the form.

Thumb Checklist: 20 tips for successful testing in email marketing
Checklist: 20 tips for successful testing in email marketing

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