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A/B testing is a proven strategy in email marketing that lets you experiment with different content variations — whether it’s the subject line, design elements, or sender information — to identify which version resonates best with your audience. Sitecore Send simplifies this process by integrating powerful testing and analytics directly into its dashboard. Follow these steps to create an A/B testing email campaign and discover the benefits at each stage.
1. Create a New A/B Testing Campaign
From the menu bar, click on Campaigns and select New > A/B Testing (or the equivalent option in Sitecore Stream). This launches the campaign creation wizard specifically designed for testing.
Using the dedicated A/B testing template automatically divides your audience into test groups. This minimizes risk by allowing you to experiment on a subset of your list before rolling out the winning variant to everyone, ensuring optimal performance with minimal disruption.
2. Configure Your Basic Campaign Settings
Set up the campaign’s basic details:
- Campaign Name: Provide a clear, descriptive title.
- Test Element: Choose which element(s) to test (e.g., subject line, content, or sender name).
- Variants: Define the two (or more) variants, such as “Subject A” and “Subject B” or different content layouts.
By isolating a single variable, you obtain clear, actionable insights on what drives higher engagement. Focusing on one change at a time allows you to measure improvements in open or click-through rates with confidence, paving the way for a refined marketing strategy.
3. Select Your Target Audience
Choose one or more email lists or segments from your database. Define the percentage of your audience that will receive each variant using Sitecore Stream’s intuitive interface.
4. Design Your Email Content
Using Sitecore Stream’s campaign editor, design the email content for each variant. You can duplicate an existing template and modify elements such as images, text blocks, or layout—or use drag-and-drop tools to create unique designs.
5. Set Up A/B Testing Parameters
Define key testing parameters:
- Test Duration: Decide how long the test will run (from 1 to 24 hours).
- Success Criteria: Select the metric (e.g., highest open rate or click-through rate) that will determine the winning variant.
- Automation Options: Choose between automatic winner selection or manual review.
6. Schedule and Launch the Campaign
On the scheduling page, decide whether to send the campaign immediately or at a later time. You may also set up recurring schedules or follow-up messages for subscribers who do not open the initial email.
7. Monitor Performance and Select the Winner
Once the test is underway, use Sitecore Stream’s real-time analytics and reporting dashboards to monitor key performance indicators (KPIs) for each variant. Depending on your settings, either let the system automatically select the winning variant or review the results manually.
8. Send the Winning Variant to the Remainder of Your List
After the test phase concludes, dispatch the winning variant to the remaining percentage of your audience—either automatically or after manual approval.
9. Analyze Results and Optimize Future Campaigns
After the campaign completes, review the analytics in depth:
- Examine open and click-through rates.
- Assess conversion metrics and revenue generation.
- Identify actionable insights and areas for improvement.
Would you like to take your email campaigns to the next level? We're ready to help you.
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