New A/B Test

The “New A/B Test” feature in Email Marketing module of Retention CRM allows Associations, Chambers of Commerce and Nonprofits to send different versions of an email campaign to a small sample of their contacts and then analyze which version performs better. This helps then optimize their email campaigns for better engagement and results.

General Functionality of “New A/B Test” Feature

Here’s a breakdown of “New A/B Test” options/fields, along with explanations:

• Test Name: A name to identify your A/B Test for easy reference (e.g., “Nurse Engagement Subject Line Test”).
• Control Email: This is the original email campaign you want to test against a variation.
• Test Email: A copy of the control email where you’ll make modifications for the test (e.g., a different subject line, call to action, or content).
• Weight: A percentage of recipients assigned to receive the control email vs. the test email. Typically, a 50/50 split is used.
• Metric(s): The criteria you’ll use to determine the winning version. Common metrics include open rates, click-through rates, or unsubscribes.
• Duration: The time-frame for running the test before analyzing the results and choosing the winning email.

Using “New A/B Test” Feature in Association Management

Let’s consider how a nursing association might leverage “New A/B Test” in Retention CRM Email module.

• Test Subject Lines: The association wants to see which subject line gets more nurses to open an email about upcoming professional development courses. They create two versions of the email with different subject lines (e.g., “Boost Your Nursing Skills” vs. “Free Nursing Courses Available Now”).
• Test Call to Action: They want to see which call to action button drives more nurses to register for the courses. They create two versions with different CTAs (e.g., “Learn More” vs. “Register Now”).

Using the Options/Fields

• Test Name: PD Course Email CTA Test
• Control Email: The original email with the default CTA (“Learn More”).
• Test Email: A copy with a modified CTA (“Register Now”).
• Weight: 50% for each email version.
• Metric(s): Open rates and click-through rates on the course registration link.
• Duration: One week.

More Use Cases for Associations

Subject Line Optimization:

Associations often have limited time and resources, so maximizing email open rates is crucial. The “New A/B Test” feature can help determine the most captivating subject lines.

• Craft two versions with distinct approaches (e.g., question vs. benefit-driven).
• Send each version to a split group and analyze open rates to see which one grabs attention.

Call to Action (CTA) Enhancement:

A clear and compelling CTA is vital for driving member action. A/B Testing allows for experimentation with different CTAs to see which ones convert best.

• Design CTAs with varying wording (e.g., strong vs. informative) or button styles (e.g., color, size).
• Send each version to a split group and analyze click-through rates to determine the most effective CTA for your audience.

Content Personalization:

Personalization can significantly boost member engagement. A/B Testing helps identify the most impactful personalization elements.

• Segment your audience based on demographics or interests.
• Craft variations with personalized greetings, content tailored to member segments, or even offer recommendations.
• Track open rates and click-through rates to see which level of personalization resonates best with each segment.

After the test duration, the association would analyze the results. The email version with the higher open rate and click-through rate would be considered the winner and used for future course announcements.

By strategically using The “New A/B Test” feature in Retention CRM Mailings, Associations, Chambers and Nonprofit organizations can optimize their email campaigns to better members, donors, volunteers and other stakeholders, and achieve their communication goals.