Author Archives: Emily Goldstein

Emily Goldstein

About Emily Goldstein

Emily Goldstein is an Account Manager and Guest Blogger at Movable Ink. She works with our clients to integrate Movable Ink's real-time content into their email marketing campaigns. If you have questions, she can be reached at egoldstein@movableink.com.

Why A/B Test When You Can Optimize In Real-Time?

We got a great response to the Best Western International case study posted on the blog a few weeks ago, and many of you have asked us the same question about it: “How can I avoid sending a ‘loser’ message to half my list?”  We’re excited to share how you can test, optimize, and get results, from your email on the fly.

Stop us if this testing scenario sounds familiar.  ClassicTestingMethodFirst, you have to segment your list according to the number of creative variations.  Next, you deploy your campaign, and then wait as much as 2-3 weeks to determine a winner.  As you know, this methodology comes with a potentially hefty price.  You might sacrifice up to 50% of your total population with a dreaded ‘loser message’ in this testing format.

We’ve figured out a better way, enabling real-time testing and optimization of emails.  With agileEMAIL’s creative optimizer – you send only one version of your campaign to the entire audience and Movable Ink will handle the rest!  We’ll serve each of your creative variations at random, and then select a winner once we’re confident that the results are statistically significant.  From there, everyone on your list will see that winning variation and have an opportunity to interact with your most engaging content.

Want to test more than one element or piece of content within the same message?  No problem!  The creative optimizer can test multiple creative sets within a single campaign, always making sure the email is optimized for performance in real-time.  If you want to get really fancy (or, dare we say, agile), you can even optimize content that is powered by Movable Ink.  Have you ever wondered if mobile-targeted content might motivate iPhone users to transact?  Or, maybe you’re curious to know whether overlaying your recipients’ names onto an image will really inspire them to click through to your webpage.  Simply reference your content within the creative optimizer, and we’ll show you just how powerful real-time content can be!

Additionally, the creative optimizer enables you to run more traditional tests by setting it to “learning” mode, giving you the flexibility to always achieve your testing and optimization goals.  This way you can still compare the performance of your variations without actually selecting a winner.  Once you’ve reviewed your results, maybe you’ll want to optimize as a next step.

Why does this all matter? You can never really predict how your audience will react at any given moment.  That alone makes constant testing a best practice.  A/B testing can be time consuming and doesn’t optimize messages for consumers when they open.  This is where agileEMAIL’s creative optimizer really shines.  We make it easy to continue to test, to ensure that you’re always sending your entire audience the best email possible.