Step #4: Generate your copy. Step #3: Allocate the splits. If you've decided to test 10 different variants, then you'll need to come up with 10 different subject lines, which are often the shortest bit of copy in the email... and often the hardest to write! So what makes good subject lines? Determine the number of variants you'll test and how many people in the test group will get each one. Remember that each group The main ingredient is diversity. Using the same language repetitively decreases copywriting performance over time, meaning less needs to be large enough so that we have statistical significance in the results! As a general rule, your split test sizes should be in the engagement and less revenue for your brand. So mix it up as best you tens of thousands. can – change the tone of voice, the punctuation, try capitalizing some words, and sprinkle in some emojis! The more varied they are, the more Now, at this point we could get into bionomial vs Gaussian varied data you’ll get to learn from during your test. distribution, bell curves, and standard deviations from the mean, but instead, we just put together this split test calculator tool! It makes it easy to choose the right size for your split test segments based off of things like science and math! Gaussian distribution bell curve www.phrasee.co 6