Split Content Testing is a great way to optimise your emails for maximum engagement (click-throughs), based on a testing period to 20% of the intended recipients.
During this testing period, the system monitors how many clicks each version of the email gets, and chooses which one to use for the rest of the contacts.
Who can use Split Content Testing
Split Content Testing can be used with campaigns going to more than 1,000 recipients, although we recommend at least 10,000 to ensure your sample size (20%) is representative.
Split Content Testing can’t be used in the same campaign as Subject Line Selector or Intelligent Time Sending.
Setting up the message
Create the first (default) version of your email message as normal in the Pure360 system.
Click clone or new in the message content tab – clone if you want a copy that you can amend, new if you want to create a completely different message.
Repeat for up to 5 variations – you can create more but can only send out 5 versions.
You can switch between variations in the drop-down at the top within the message content tab – you’ll also see options to rename and remove versions here.
When you preview the message, there will be a drop-down at the top to switch between variations.
Scheduling the campaign
Select your list and message name as normal.
Options under campaign optimisation are available at step 3.
Select the box for enable split content optimisation, and select each of the message variations that you want to involve in the test.
Click on settings to access advanced settings – namely the testing time period and significance testing vs. manual testing.
The testing time period will default to 4 hours but can be customised to anything between one and 24 hours.
Significance test or manual test: A significance test means the system will send the rest of the campaign to the variation with the highest click-through rate, while a manual test means an email notification is sent when the test is complete, and you can then login and confirm which version you want the rest of the campaign to go to.
Once you’ve confirmed the above, schedule the campaign as normal.