Revinate Marketing offers hoteliers the ability to conduct A/B Testing in their email campaigns to help refine their marketing strategy and practices which can lead to better results.
This article is an overview of A/B Testing, you may access the instructional article on this feature here: A/B Testing Step-by-Step Guide.
What is A/B Testing?
A/B Testing allows email marketers to send two versions of a campaign to see how different variables can yield different results. This feature will give marketers the ability to split their targeted audience and send each group a different version of a campaign so that they can learn which version performed better (Version A or Version B).
There are two different options to do A/B Testing in Revinate. In one option, the audience can be evenly split 50/50 and campaign results can be analyzed to determine which performed better and this knowledge can be helpful in planning future marketing campaigns and strategies.
Another option is to designate a percentage of the audience to be the test segment and half of this test segment will receive Version A and the other half will receive Version B of the campaign. After the designated time has elapsed, a winner is determined and the remaining members of the audience can receive the “winning” version. A common percentage break down is to do a 15/15/70 test. In this scenario, 15% will receive Version A and 15% will receive Version B. After 4 hours (or longer), if Version A is determined to be the winner (based on more opens or more clicks) the remaining 70% will receive Version A.
What variables can be tested?
You can conduct a Subject Line Test or Email Content Test. Subject Line testing is the most common form of A/B Testing among email marketers because of the importance of getting as many opens as possible with your email campaigns.
Common Subject Line tests include:
- Personalization vs no personalization
- Using emojis vs no emojis
- Displaying the offer vs a teaser subject line
Testing email content can also be valuable if you want to see if changing up a design element will help with click-through performance. Testing content gives you the option of changing up as many things in the body of the email as you’d like but it is highly advisable to keep the changes to a minimum so that the results can be isolated to the variable.
Common Content tests include:
- Different offers (20% off rate vs Free breakfast daily)
- CTA wording (Click here vs Book Now)
- Headline wording
- Different Hero images