7 steps to conducting successful split testing So how do you move beyond A/B and get good results based on sound When improving email, or indeed the performance of any marketing channel, most people will conduct a basic two-version split test, i.e A/B data? It only takes 7 easy steps. testing. It's quick, it's easy – so why go beyond that? Because when you test more combinations and more variables, you get more data, and data is how you make your email program better. If you test 10 different subject lines variants, you are testing a much wider space of possible language. 1 Set your goals. We’ll focus on subject lines for the purpose of this paper, but the same principles can apply to all manner of marketing copy: preheaders, CTAs, body copy… the works! 2 Set your test group. The best brands in the world are doing loads of split testing, and it's making a huge difference: 3 Allocate the splits. 57% 30% 4 Generate your copy. click rate uplift open rate uplift 5 Test, then wait. 275% $millions ROI increase in incremental revenue 6 Get (and share) the results. 7 Identify (and learn from) patterns. 102% increase in campaign revenue www.phrasee.co 4