Step #6: Get (and share) the results. Until the testing window has passed, go see which variant gave you the best result based on the metric you want to optimize for. That’s the winner! Now you can send that one out to the rest of your audience. Let’s say that one resulted in a 6% click rate while all the others were in the 2-3% range. Now go tell your boss that you used split testing to Step #5: Test, then wait. achieve a 3-4% increase in click rates, and then maybe casually ask when the next bonuses are going out! (Wink!) Time to send out your emails! Each one should have identical content This can't be right... inside with a different subject line. Once you've hit send, now you've got some time to kill (at least four waking hours is what we recommend The results of any email subject line split tests should all be within the during a high-traffic time - you won't get actionable results if people same range. If you see results that look like: aren't looking at their emails!). Bake a pie, catch up on your inbox, or negotiate a peace treaty if you're feeling ambitious! But whatever you 12%, 13%, 12%, 42%, 12% do, don't declare a split test winner until the testing window has passed because you may get skewed results. It doesn't mean that you've just found the most effective email subject line in the history of the world, it means that something has gone wrong. Technical errors, bugs and bots can cause havoc with your results. No need to lose sleep - but it’s advisable to try and diagnose the cause of outliers so that you can decide whether or not to include them in your reporting (and exclude from future tests). www.phrasee.co 7