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Creating an A-B Test

Lesson 21 from: Email Marketing Fundamentals Using Mailchimp

Jon Chang

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Lesson Info

21. Creating an A-B Test

Lesson Info

Creating an A-B Test

now that we're in the mail chimp dashboard again. Let's create a campaign and choose email. Name the campaign again. So I'm going to call it fiver A B test. And instead of hitting begin, what we need to do is actually choose a B test in this bar. All right. We'll name it again and it begin awesome. So, I'm gonna choose this subscriber list and then say I'll email the entire list. Great. On this bottom one thing that you'll notice as we go along is that it shows you which stage you're in And you can click back and forth between these different stages and on the very bottom right, you'll see a next bar. So I'm going to click that bar button. Cool. Alright, subject line pop quiz kind of if you are changing subject line, what metric are you optimizing for? The answer is open rate from name. If you are testing from name, what metric are you optimizing answer again is open rate. If you were testing content. What are you aligning your metric with answer is click to open rate And this 4th 1 is...

sun time. Send time is aligned with open rate as well because again, the denominator matters so much subject line from name and son time are all variables that influence the user before they open the email and therefore we're looking at open rates content. They can't view the content unless they view the email, which means we are optimizing for click to open rate. So since we're doing an A B test, meaning there's a control and then only one additional variable. We have the opportunity to say. All right, we're testing a subject line. The quantity of subject lines is too And then our audience will go 5050. Since since this is a list for four people, it will go to two people and two people. What I find kind of curious down here is that it says, how should we determine the winning combination? Very determined that it's open rate, which is great. And of course you can change it however you want. But subject line is definitively open rate and then when the test concludes, so every test does have a duration. four hours is really, really short to me though, because email marketing is kind of unique since the user can open it whenever it is most convenient for them. And in this kind of Overall example of email marketing, it's very hard to generalize first of all. Which is why I'm hesitating a little bit. But generally it takes people 3-5 days to notice an email seems really long. Honestly, you might say that seems really long or that seems really short. But that's generally when I start looking at my results because it takes at least three days to get most people to open an email. So I'm changing this to three in days and then I will hit next. Alright, great. So we're going next and we need to actually write our subject lines. I will use the example we've talked about. So a question versus a statement. This question will be what are the best subjects to learn? An email subject? Two is a statement. These are the best subjects to learn and then the preview text might be the actual subject. So learn email, instagram and you x maybe you should do capital. I hear. Great. So we have variable a, variable B and then a preview text that is for both of them from name, from email address. And we have all of our tracking. Great. I'm gonna hit next and this looks really familiar. I'm going to now just choose another theme just like before. Maybe let's do monthly contest instead. Awesome. We have our email and all of the information associated with it and I'm going to go schedule this again. So let's say we want to see how people respond to this in the morning. Great, scheduling. And we're done.

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