Message testing is a process of systematically experimenting to create marketing content that resonates more with your audience, increases their engagement, and achieves your business goals. Effective automated message testing always requires the following four steps.
1. RANDOMIZED TEST GROUP
The first step is to pull out a truly randomized test group that is representative of an entire audience segment.
2. MESSAGE TEST
Next, send several content versions to the test group and see which version gets the most engagement.
3. FIND A WINNER
Use the engagement metrics on the test to determine the best version based on statistical significance.
4. SEND & RECORD
Send the winning version to the rest of the audience segment for higher engagement and note any learnings for future content.
Why test anything?
ENGAGE A LARGER SHARE OF YOUR CONTACTS.
The ultimate goal of message testing and optimization is higher quality marketing that’s more relevant, valuable, and engaging to each individual customer or prospect.
Generic content results in low engagement and conversion.
- Impersonal messaging
- More sends per contact
- Deliverability issues
- Spam flagging
- Higher unsubscribe rate
Optimized content results in higher engagement and conversion.
- Relevant messaging
- Fewer sends per contact
- Better deliverability
- Spam free
- Lower unsubscribe rate
The ultimate goal of message testing and optimization is higher quality marketing that’s more relevant, valuable, and engaging to each individual customer.
Looking for more? Continue on to read 4 Types of Message Testing.
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