Best Practices in A/B testing through Numero Email Broadcasts

Here are a few best practices to follow while utilizing A/B testing through your Comms Email:

• Define your winning metric:
  • If open rate is important, test with subject line variations with tone, personalization, length, etc. or even From Name, whether the candidate's name or staff name
  • If click rate is important, test the call-to-action/content of the body with short & sweet note vs. longer format storytelling
  • If conversion rate is important, test contributions through a button vs. hyperlink or language of 'Donate' vs 'Chip in $10'
• 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
  • Subject lines, for example, tone, length, or personalization
  • Message Body
    • Length, short vs longer
    • Tone, urgent/action-oriented vs hopeful/community driven
    • Content, text-heavy vs image-supported
    • Call-to-Action, button vs link placement, along with wording, single CTA vs multiple opportunities to click
• Over time, you'll see if your audiences prefer personalization, short & sweet notes, urgency, etc. Pay attention to the trends.

Overall, your winning metric should often focus on who opens and who clicks your email broadcasts.