Best practices for A/B testing through Comms Text

Here are a few best practices to follow while utilizing A/B testing through your Comms Text. Overall, your winning metric should often focus on who opens and who clicks your text broadcasts

• Define your winning metric:
  • If engagement is important, choose click rate
  • If overall performance is important, choose conversion rate
  • If performance on how much is fundraised is important, choose return on investment
• What to test: 
  • Test a minimum of 1,000 recipients or 10-20% of your audience, the winning metric will determine which Version is sent to the rest
  • Message Body:
    • A short vs slightly longer message body
    • Adding an image/GIF vs plain text
    • Casual vs formal tone
    • Personalization vs not
  • Over time you'll see if your audiences prefer personalization, short & sweet notes, urgency, etc. Pay attention to the trends.