Email and Social Marketing Tips | Pinpointe Blog

Our theme for the start of 2009 is – squeeze every bit of performance out of every campaign. The only way to do that is to test, measure, optimize, and test again. Since one of the cool new features in Pinpointe 2.0 is split testing (so you can automatically optimize campaign results), I thought it would be a good time to talk about split testing.

Here’s a screen from Pinpointe 2.0’s Split test campaign feature:

For example, if you have a list segment of 100 contacts you can send one campaign to 33% of your list, another to the next 33% and another to the final 33%. You can then see which had higher open/click rates and send that to your entire list.

Split tests are a great way to test multiple versions of an email and see which one gets the best response. In the above example, I might leave the email content identical in all 3 campaigns but just change the subject line in each to see which gets me the best open rate.

I wanted to talk about another way to do split testing – with your website using the free website optimizer tool from Google.

What is Google Website Optimizer?

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To create a subscription form that you can place on your web site, you first choose which contact lists you want your subscribers to be added to when they sign up, as select which custom fields you want to include on your subscription form.

Begin by creating a form.  Select the list(s) you want your subscribers to be added to when they fill out your subscription form.  Under each list you will see the custom fields which have been assigned to that list. To include each custom field in your subscription form, simply tick the box next to it. It will then be added to the Sort Custom Fields list below. You can change the order in which custom fields appear on your subscription form simply by dragging and dropping them.