New Arrival: MailChimp Launches Email Optimizer for A/B Split Testing Campaigns
MailChimp recently launched Email Optimizer, an A/B split testing feature similar to Google's Website Optimizer. With the service, subscribers can test two e-mail subject lines and send them to a portion of their mailing lists. Then, MailChimp automatically determines the subject line with the highest conversion rate. The winning subject line automatically is sent to the remainder of the subscriber's list
The A/B split testing feature in MailChimp's Email Optimizer allows subscribers to choose the percentage of e-mails they want to send each campaign to on their mailing list. For example, a subscriber might send an e-mail with the subject line "Give Peace a Chance" to 10 percent of its list and the same e-mail with the subject line "Make Love Not War" to another 10 percent. MailChimp then sends the campaign to 20 percent of the list (the two groups of 10 percent each.)
MailChimp monitors the open rates and clickthrough rates. After 24 hours, it sends the campaign out to the remaining 80 percent of the list using the subject line that has the best open and clickthrough rates.
To help e-mail marketers learn how to use A/B testing effectively in their e-mail campaigns, MailChimp has put together an "A/B Split Testing Your Email Marketing Campaigns" page. The resource page includes a tutorial on how to use the A/B split testing feature, links to articles on how to improve A/B split testing, subject line testing scenarios and other valuable information e-mail marketers can use to increase their e-mail campaign conversion rates.