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A/B Testing Results for MFSA Conference

Posted by Jason Pinto on Tuesday, October 13, 2009 at 1:21 PM in Marketing, Technology

This week, we will be exhibiting and presenting at the MFSA Fulfillment Conference in Tampa.

One of the channels we used to promote our appearance was sending an email to the list of people we had for this conference.

As a marketing software company, we are always looking for ways to use our own technology to the fullest. Thus, for this campaign, we tried doing a simple A/B test.

Here is what we did for the test

• We split the list into two groups, directly in half.  The total list size was 622. We sorted it alphabetically and saved the first 311 to one list, and the remaining 311 to another list.
• Everyone received the exact same email, in regards to the BODY text and the FROM. (The content covered our booth, as well as the fact that we were giving a presentation on the topic of using Social media to build one’s fulfillment business.)
• Everyone was sent the email at the exact same time.

However, here was the one difference (thus, our test):

1/2 the group received the Subject line “Using Social Media to Build Business”. The other half received the Subject “interlinkONE at MFSA Fulfillment Conference”.

Here are the results!

57 people opened the one that had “Using Social Media to Build Business” as the subject

55 opened the one that had “interlinkONE at MFSA Fulfillment Conference” as the subject

Then, in regards to the people that opened the email:

14 went to the landing page via the “interlinkONE at MFSA Fulfillment Conference” email.

13 went to the landing page via the “Using Social Media to Build Business” email.

What did we learn

Well, when it comes to A/B testing, you certainly may have the intention to conclude the test with dramatic, definitive results. However, because these numbers were so close, I can’t honestly say that the results will have a major effect on the content of our future marketing efforts to these lists.

However, we will certainly be attending other conferences in the future, as well as giving presentations on marketing-related subjects.  Thus, with a different list, the results may be more pronounced.

But here’s the bottom line — at least we know the results! If we hadn’t tried the A/B test, then that would have simply ended up an unfulfilled idea that was brought up in a marketing meeting.

However, thanks to technology, we were easily able to execute and measure this marketing campaign effort.

(18) Comments Tags A/B Testing, MFSA Fulfillment Conference