As university marketers, we understand measuring the effectiveness of your marketing isn’t an exact science. Most of us aren’t strangers to trial and error when it comes to knowing what’s the most effective for our audiences. And when you are managing multiple departments and schools with different styles of content, you’ve easily got yourself an overly complicated program.
But what if there was an easier way to test your content before sending to your entire audience?
A/B Content Testing takes the guesswork out of your marketing and gives your subscribers a vote in how you market to them.
Test variables from 2 emails (like CTAs, image placement, content length, subject lines, preheader text, and sender name and address) across a percentage of your audience. Emma automatically sends the winner to your remaining subscribers based on what you’re testing – highest open rate, click rate for the entire mailing, or clicks on one particular link (or you can manually set a winner).
After the winning mailing has been sent, you can dive into the results in the Response section to get detailed insights for each message. You’ll see what aspects of your email worked just right, and where the opportunities are for improvement.
We’ve said it before, and it bears repeating: Whether you’re sending to 30 people or 30 million, every marketer should be testing. And if you’re like us, you want to be able to test everything — content included. We built A/B Content Testing because testing these elements within your emails is imperative to get the best results and maximize the investment in your marketing.
A/B Content Testing is available today for all Emma Pro, Plus, and Premium account types.
Not a current customer? Request a tour of an Emma account today!