The brilliant thing about email is its ability to take the "guess work" out of marketing. If you want to see if people are opening your messages, you check the open rate. If you want to know exactly how much money your campaign is bringing in, you check the conversion rates. Even something as seemingly abstract as your message's content can be tested, and this is where A/B Content Splits can really pay dividends.

So What Are A/B Content Splits?

With A/B Content Splits, you can quickly compare multiple versions of a message's content against each other in a way that lets your contacts choose the best performing option.

Setting Up A/B Content Splits

  1. Compose two or more version of the same message and make minor changes to the areas of the message content you want to test.
  2. Select the message you want to perform the A/B Content Split on.
  3. Click Send A/B Split from the Message Overview Page.
  4. Choose Full Message Content from the Split Content drop-down box.
  5. Choose the type of split you want to perform and then designate split groups.
    • A/B Winner – A/B-Winner splits involve testing messages with two or more groups to see which is most effective. After a set period of time, a winner is chosen based off of preselected criteria, such as highest open rate or highest number of clicks. After the winner is selected, the winning message is sent to the remainder of your targeted contacts.
    • Champion/Challenger – Champion/Challenger is quite similar to A/B-Winner, the difference being that you don’t have a winner group. In this type of test you have an established way of doing something, called the Champion, and you want to test if it is still the best by introducing a Challenger. An example of this is testing a new template design or header image compared to your current standard. In creating a Champion/Challenger split, it is common to send most of your contacts the champion while setting aside a smaller portion for the challenger. Once the test is run, there is no winner group who receives a message, but you do have a good idea about whether or not your champion is as good as you thought it was.
  6. Click Next.
  7. The message you choose in step 2 will automatically be used for split group A. You will need to choose the alternate versions of the message you created using the message selector for the other split groups.
  8. From here, you need to specify the sender options, verify the selections you have made, and then schedule the actual delivery.
  9. Later on, you can view a report for that delivery that will show you which version of the message garnered the most favorable reception.

Important Things To Consider

With A/B Content Splits, remember not to get pulled into the trap of using two drastically different versions of a message. Rather, use this type of test to examine how simple design tweaks, such as order and positioning of links and images, affects the amount of clicks and conversions your message receives. You may be surprised to see how simple changes, like moving your call to action to the area of the message above the fold, will help drive clicks and conversions in your message.

Have you successfully implemented the A/B content split feature in Bronto? Please share your comments with us below.

John Gunther
Technical Writer/eLearning Specialist at Bronto