“Test, test, test.” Marketers say it all the time, and for good reason: we intuitively know the value of testing because it illuminates uncertainties with data, so it’s no surprise that the average ROI for testing products is 223%. The best testing organizations see ROI in the 1000-2000% range.
But, even though 80% of large organizations report running some kind of test in 2015, 76% of marketers still fall short of their testing goals and report that most of their digital channels are not continuously optimized.
While marketing organizations adopt cross-channel testing best practices at a relatively slow pace, 57% of organizations organizations do perform at least some testing in their bread-and-butter channel—email. A subject line A/B test is a standard operating procedure on many marketing teams today. However, surprisingly few teams are able to achieve the kinds of sophisticated testing practices that yield meaningful increases in engagement, loyalty and revenue. This shortfall derives from a combination of two things: disparate legacy technologies that make testing execution and analysis too difficult, and the prohibitive time, expertise, and resource costs that keep marketers from accomplishing even mid-level testing goals.
But testing doesn’t have to break the bank, or your marketing team’s processes. In fact, with the right technology and strategy in place, marketers can leverage every inbox interaction to learn and improve.
Built-in Capabilities Make Sophisticated Testing Drag-and-Drop Easy
A/B testing is useful for organizations with low traffic or when the hypothesis being tested can be answered with a binary result, like whether users prefer an email design with or without a navigation bar.
The Oracle Marketing Cloud's Multivariate Testing capability dramatically expands upon basic A/B Testing. Multivariate testing (MVT) provides crucial insights to the marketer and is best leveraged when testing multiple changeable elements that can contribute to conversion—for instance, which combination of image, copy, and call to action in the first day of a welcome series results in higher customer activation across or within segments.
While many email service providers offer split testing capabilities, few actually empower marketers with a full set of A/B and MVT tools to plan, manage, and analyze a variety of tests quickly and easily.
To test like the best: Just start testing! But don’t limit yourself to only A/B tests. Use the right tests to answer your binary and complex questions, and don’t quit after one test—revisit and rerun tests frequently to continue to drive lift.