1. Baltimore, Maryland
Blue Sky Factory
Driving Email Marketing Performance
A/B Split Testing Clinic
Christopher Penn & Lindsay Clark
Copyright Blue Sky Factory 2010

2. A/B Split Testing Clinic
Copyright Blue Sky Factory 2010
What will we be discussing today?
• Why Test At All
• What To Test
• How To Test in Publicaster
• Measuring Testing Results
• Q & A

3. Why Test At All?
Copyright Blue Sky Factory 2010
Cost-effective.
Time efficient.
Better engagement.
Better results.

4. Why Test At All?
Copyright Blue Sky Factory 2010
Who: Digital magazine service
What: Tested using longer subject lines
Result: Opens jumped 500%

5. Why Test At All?
Copyright Blue Sky Factory 2010
Who: Travel website
What: Added first-name personalization to
subject lines
Result: Lifted open rates 10%

6. Why Test At All?
Copyright Blue Sky Factory 2010
Who: Large technology vendor
What: Change text link to a button
Result: Increased clicks by 67%

7. Why Test At All?
Copyright Blue Sky Factory 2010
Who: B2B publisher
What: Added relevant image near the call-
to-action
Result: Lifted total clicks by over 50%

8. Copyright Blue Sky Factory 2010
What to Test?