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A/B testing your email campaigns

Which day of the week leads to higher open rates? What subject lines are most effective? Should you use a different name in the “From” field? Does sending time affect click rate? Will the use of different templates, content, or calls to action affect subscriber engagement? Answer all these questions and more with A/B testing with MailChimp.

 

To start A/B testing you will need to first select Create Campaign then select A/B Testing Campaign.

 

Screen Shot 2015-08-19 at 12.16.06

 

Next select your list. If you have not yet created a list, you can learn how to on this guide. Then select next to take you to the Variables tab.

 

A and B Testing

Click on image above to enlarge for higher quality.

 

Here you can select a maximum of 3 combinations of 4 different variables which include Subject lines, from names, content and send time.

 

Once you select the variable and amount of combinations you can then decide how to test them. You can distribute them across all recipients or you can test on a percentage of recipients to send a winner.

 

Screen Shot 2015-08-19 at 12.33.17

 

Then select what metric will determine the winner. By click rate, open rate or manual selection. (After the test is complete, go to the reports page to select the winning combination).

 

Once you have done that you can then go onto Setup, depending on what variable you select you will see things differently on setup/content.

 

Subject line

 

Here you have the option to create 2-3 subject lines in the setup tab.

 

Screen Shot 2015-08-19 at 12.39.05

 

From name

 

Here you have the option to create 2-3 from names in the setup tab.

 

Screen Shot 2015-08-19 at 12.39.56

 

Content

 

Here you have the option to create 2-3 different content emails in the content/design tab.

 

Screen Shot 2015-08-19 at 12.36.47

 

Send times

 

Here you have the option to create 2-3 different send times once you have created your campaign in the confirm tab.

 

Screen Shot 2015-08-19 at 12.41.07

 

Once you have set this up, your campaigns will be sent out to a small amount of subscribers for testing, your campaign will then resend to the rest of your subscribers in the time limit you set for example 4 hours.

 

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