Just saying the words split-testing makes my head spin. However, if you’ve ever wondered what subject line works best or if changing up your email text will make more people click through, then split-testing can be a really good thing. It’s a long tip, but it will give you step-by-step instructions for creating your first split-test in Infusionsoft! If it sounds a bit familiar to you, blame it on my good friend and awesome team member, Jama St. John – she shared the info with me after blogging about it!1) Create two separate emails, even if the only difference is the subject line. It might be something as simple as adding the person’s first name in the subject line.
2) Next, create two separate follow up sequences. You’ll be adding one of the emails to each sequence. In this case, you’ll need to set it to send “0 days after a person is added to the sequence.” If you select “immediate,” the opens, clicks, opt-outs, etcetera will not track.
For example: The title of one email is “Which subject line works?” The title of your 2nd email is “Does this subject line stink?” In addition to your two emails, you’ll also need to create two follow up sequences. Call one follow up sequence “Which subject line works 3/9/12,” and call the other sequence “Does this subject line stink 3/9/12.” You’ll add only the email called “Which subject line works” to the “Which subject line works 3/9/12″ follow up sequence, and the email called “Does this subject line stink?” to the “Does this subject line stink 3/9/12” sequence. When you add the email, don’t forget to set it to send “0 days after a person is added to the sequence” so the tracking works.
3) Your next step is to do a “Find People” search based on the tag(s) for the group(s) of people you want to receive these emails.
4) From the “I want to“ field, select “start/stop a follow up sequence,” and then select the follow up sequence to start (one of the two you just created). Check the box that says, “Only run this action when certain rules are met.”
5) Now you’ll need to create the rule – but only this time. Once you create a rule for the first time, it will show up in the dropdown. Since this is the first time, you’ll want to select “Add.” Name it “Split Testing A, C, E” or something similar. Now you’re going to create criteria for this rule for first names starting with every other letter of the alphabet. So for this rule the criteria should be: “for first names that start with A,” then “for first names that start with C,” then “for first names that start with E,” and all the way to Y. Then save it. You can go ahead at this point and create the rule for the other letters by selecting “Add” and naming this “Split Testing B, D, F” and do the same — add the criteria “for first names starting with B,” “for first names starting with D,” and all the way to Z.
6) Now that you’ve created the initial rule and set the criteria, you can choose “Only run this action when certain rules are met” from the dropdown, select the rule “Split Testing A, C, E,” click “Save,” check the permission boxes, and click “Process Action.”
7) For the split test, go back to your “Find People” search, and for this same group of people, go back to Step No. 4, except select the other follow up sequence you created. Because you’ve already created the rule according to Step 5, you’ll just need to select the rule “Split Testing B, D, F” from the dropdown. click “Save,” check the permission boxes and click “Process Action.” Keep in mind that even though you’re running two sequences for the same group of people, they are each only receiving one email because of the criteria you set up in Step Nos. 5 and 6.
While this isn’t an exact science and a perfect 50/50 split, the results are pretty close and will give you the info you need to see which subject line/email works best. After the emails are sent, you can monitor your stats by using the “Follow Up Sequence Email Conversion Report” and selecting the two follow up sequences you’re testing. (Hint: Save the report and put it on your homepage so that you can see it quickly when you log into Infusionsoft.)
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