Message testing is a process of systematically experimenting to create marketing content that resonates more with your audience, increases their engagement, and achieves your business goals. Effective automated message testing always requires the following four steps.
1. RANDOMIZED TEST GROUP
The first step is to pull out a truly randomized test group that is representative of an entire audience segment.
2. MESSAGE TEST
Next, send several content versions to the test group and see which version gets the most engagement.
3. FIND A WINNER
Use the engagement metrics on the test to determine the best version based on statistical significance.
4. SEND & RECORD
Send the winning version to the rest of the audience segment for higher engagement and note any learnings for future content.
Why test anything?
ENGAGE A LARGER SHARE OF YOUR CONTACTS.
The ultimate goal of message testing and optimization is higher quality marketing that’s more relevant, valuable, and engaging to each individual customer or prospect.
Generic content results in low engagement and conversion.
Impersonal messaging
More sends per contact
Deliverability issues
Spam flagging
Higher unsubscribe rate
Optimized content results in higher engagement and conversion.
Relevant messaging
Fewer sends per contact
Better deliverability
Spam free
Lower unsubscribe rate
The ultimate goal of message testing and optimization is higher quality marketing that’s more relevant, valuable, and engaging to each individual customer.
Looking for more? Continue on to read 4 Types of Message Testing.
Motiva AI™ uses artificial intelligence to dramatically improve engagement and make a measurable impact on revenue generation. With mounting accountability to demonstrate contribution to revenue, marketing leaders are under increased scrutiny to deliver real results, fast. Motiva AI helps you meet and exceed your goals.
