Why You Should Stop Split Testing

Split testing is a term that is (or at least should be) very widely known amongst the email marketing crowd. This term, for those who are unaware, refers to the method of testing 2 or more separate email templates within a campaign, in order to determine which template produces the most conversions for your campaign.

Split testing is a term that is (or at least should be) very widely known amongst the email marketing crowd. This term, for those who are unaware, refers to the method of testing 2 or more separate email templates within a campaign, in order to determine which template produces the most conversions for your campaign.

When it comes to running an email campaign, setting up some form of testing is invaluable. The amount of insight and data testing gives is not something that should be passed up without good reason. Split testing is incredibly useful, yes, but it is not, however, the best solution for testing email campaigns, and it’s not without its flaws.

One problem with split testing, is that it can often take a long time to get the results you want. Each campaign must be run separately. This means you must invest time and resources into designing and creating multiple email templates, segmenting your contact lists, running tests, checking the results and only then actioning your findings. On top of this, you also have no way of knowing whether an alternate template would have converted with certain customers or not. In the end, the whole process can often become confusing and hard to manage. With multiple templates, decisions, timings and thousands, if not hundreds of thousands of emails to send out, the stress and confusion can quickly build up.

Alternative methods and services can be implemented when it comes to split testing, one of the easiest and least stressful methods being to avoid split testing altogether.

There are services, notably Campaign Sight, which remove the need to split test altogether. These services work by automating a large portion of the campaign, and delivering far more detailed and diverse statistics than would ever be possible through split testing alone.This simplifies and optimises the email campaign and makes everything infinitely more streamlined and stress-free.

By removing the need to create multiple templates or segmenting your contact list, as well as rotating templates (which ensures users aren’t always shown the same template every time they open an email) this removes a lot of the hassle and confusion associated with split testing, but not, and this is important, the benefits. In fact, there is a mountain of data and information provided to you through these services that simply isn’t available through basic split testing. All of the insight and data you’d normally receive from split testing is still delivered, only in a cleaner, better organised, and more easy to understood format.

A simple case of having your cake and eating it too. Campaign Sight removes all the complications from your email campaign, beginning to end, and delivers significant amounts of insight and relevant data in a neat, easy to manage package.

Stop split testing, start optimising.