A “seat of the pants” approach with email marketing is not advisable. That’s because the success of an email campaign, whether through Salesforce Marketing Cloud (SFMC) or some other platform, requires understanding of the customer, goal-oriented thinking, careful planning , and of course, flawless execution . To this end, an email marketer must rely on the tools in his arsenal. One of these tools is undoubtedly A/B testing (also known as AB testing). A/B testing illustration SFMC A/B tests (or SFMC AB tests) are a great way to run experiments with email campaigns set up on the platform.
A/B testing, also known as split testing, allows you to set up multiple versions of an email campaign and determine which version is likely to drive the most engagement with a subset of your audience before sending the campaign to everyone . Thus, it can guide your email marketing strategy and help you increase your chances of campaign success. With automated AB tests, you can test the following elements/variables in the Salesforce Mexico WhatsApp Number List template: Subject line Send email name _ · Content Areas send time · Pre-header But what are AB tests in marketing? To get the answer to this question and learn more about the what and why , check out this article. However, in this article we will focus on how SFMC AB tests can be configured within Email Studio.
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A very common question: is it possible to do AB tests in Journey Builder? Let us manage your email campaigns at SFMC SFMC AB Testing – Laying the Groundwork Before you get started with A/B testing in SFMC, you need to do some legwork. Here are some strategies to get you started. Step 1. Understand your audience Who are you directing? Who will receive your email marketing campaign? If you don’t know your audience, you won’t be able to set goals for your A/B tests or get the most out of them. One of the best ways to understand your audience is by creating buyer personas . You can have different personas based on the ages, locations, genders, pain points, or any other criteria of your current or potential customers.
By segmenting your email list into smaller groups, you can increase your conversions and gain an edge over your competitors. Some common ways to segment your email list include: New subscribers Location Gender Preferences/interests Level of activity/inactivity Frequency of engagement Abandoned cart Purchase history Purchase type/amount/frequency Purchase stage Birthday Step 3. Create your campaign Create a well-formatted, mobile-friendly email template for A/B testing. Pay attention to fonts, colors, layout, call-to-action text, subject lines etc. Step 4. Identify your key metrics How will you measure the success of your SFMC AB testing campaign? Identify the criteria that matter with metrics.
Commonly Used A/B Testing
Metrics include: Open Rank Click Through Rate (also known as Click Through Rate) Conversions Email Deliverability Read more about email deliverability here: Define a hypothesis Once you have identified your target audience, know how to You’ll look at your email campaign and get an idea of how you’ll measure the success of your campaign, create a ‘hypothesis’ as to why one particular email variation might perform better than the other. Hypothesis creation process Once you’ve laid the foundation, you’re ready to set up SFMC AB tests in Email Studio. But before that, keep in mind that you are sending different versions of your sent email to real subscribers.