Combat- how to properly conduct email marketing A - B test（战斗,如何正确地进行电子邮件营销- B测试）.doc

Combat: how to properly conduct email marketing A / B test Research papers Download information: e-mail marketing has been talking about A / B test, but I have to say, now part of corporate e-mail marketing personnel in the test has been too much entangled in the open rates, click-through rate of growth of these data! Why? Webpower China area are requested to re-think about the KPI in the mail marketing campaign, our ultimate goal is what? There is no doubt, increase sales and conversions, so we need to open rates and click-through rate from the data in diverting attention and start again examine how to properly use A / B test, so that we will not lose the greater impact email marketing brings the overall sales and conversion results. How we are using the A / B test? In email marketing, we usually use A / B test methods to improve e-mail marketing campaigns, email marketing service providers webpower China Research practice also shows that, A / B test in the understanding of user needs as well as to increase user interactive decision-making, is a very safe, the scientific method and process of e-mail marketers to use A / B test of the traditional approach is, first of all, to all users of a small part of the list of users to send messages in two different activities, activities of these two test message Except for some minor differences, the other are the same, so that people can find email marketing email marketing results lead to growth or decline of a single factor, for example, to test different subject line of the mail open rates impact test message or a different button or CTA Pictures impact on click-through rate, then, to this small part of the user of the test results as a reference, choose the best practices to optimize email marketing activities, and most of the rest for application users. A / B test the best way to optimize the conversion rate: Test all messages Since many of the e-mail activities are disposable or time-sensitive activiti