[SMK] Social Media Knowledge


Do A/B Testing right: MailChimp

A/B testing has become an industry standard, but are you doing it right? The EDM experts at MailChimp have shared their secrets.

How long to run?

A/B testing aims to optimise your electronic mail-outs. By sending tweaked versions of an email, you can see which gets the best response.

To get reliable indicator that one variation is superior to another, MailChimp ran some broad tests. They found that different metrics require different wait times.

They report that the best variation can be accurately predicted 80% of the time by running the test:

  • For opens, wait two hours.
  • For clicks, wait one hour.
  • For revenue, wait twelve hours.

How long is your list?

MailChimp recommends a sample of 5000 subscribers for each tested variation.

For market researchers that don’t have that reach, they recommend testing with your entire list.

No, the results won’t be directly implementable for the campaign you’ve used for testing, but they will form a good basis for future campaign content decisions.

Worth the wait?

Yep. MailChimp research shows that A/B testing works.

A/B-tested campaigns get better open and click rates than untested campaigns, ultimately generating an average of around 20% extra revenue.

Of course, every list can have its own quirks: Does your EDM experience vary significantly from MailChimp’s recommendations?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.

Learn with SMK through July

Start your SMK: Digital Excellence 7-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally.

July's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

Leave a Comment