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of the overall performance of your sent email campaign. Avoid the CTR trap While it would be easy to single out CTR as it is the “alpha-omega number”, it is in fact impossible to know whether a good or bad CTR is due to the nature of the content, the subject line, the campaign, the time of the send, the name of the sender or the weather, the traffic or indeed whether or not the contact had cereal for breakfast. That’s why open rate and click-to-open rate are valid success criteria options alongside CTR, as they are the best for learning more about your contacts and how they respond to your .
communications. The importance of transmission time for the result. For many senders, the timing of a campaign send is of great importance to the engagement you see on your campaigns. You might want to test, for example, whether B2C Lead sending your email campaign (with the same content) at different times of the day affects the open rate. Do more people open your emails first thing in the morning or after lunch? If time of day is the criteria you are testing, make sure nothing else changes in your Split Test campaign, as this can skew your results. Once you've established what time of day works best for you, you can split test based on other criteria. .
Our recommendations for Split Testing Test everything. It can be extremely difficult to predict how your audience will react to your writing and content and what exactly will spark their interest. For the most accurate results, split test 2-4 different campaigns and make sure you compare apples to apples in the test. Only test 1 variable at a time to make sure you can fully trust the results. If you test more than 1 element, the test won’t provide 100% clarity on what actually made the campaign perform better or worse. For example, consider using open rate as a split score in informational emails, and if you’re pushing for sales from your newsletter, using
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