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Email Split-Test.... which number to use?

by Tim Francis
2 replies
Hi, thanks for reading...

I am split-testing email broadcasts. I am sending out a video blog newsletter on a weekly basis.

Identical "From", identical headlines, identical bodies, just sent out at different times of day to find out when the best time to send is.

What number / metric would you judge your success by? So far I've gotten mixed results - within a split-test, one split will have a higher open-rate, but the other will have a higher click-through rate.

My thinking is that (in this case) it's most likely the click-through rate that is most important (not open rate because From and Subject Line are identical). In this case, ultimately getting my emails opened isn't the goal.... the goal is to have people click-through to watch the video blog on my video blog site.... this then builds how much they know, like, trust me.

Am I thinking correctly, or do you have experience that indicates otherwise?

Thanks!

Tim
#aweber #broadcast #email #metric #number #split-test #splittest
  • Profile picture of the author Anonymous Affiliate
    If the "from" and "subject line" are equal, then click-through is the only parameters to track.
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    • Profile picture of the author WillR
      Originally Posted by Anonymous Affiliate View Post

      If the "from" and "subject line" are equal, then click-through is the only parameters to track.
      Not necessarily. He is wanting to know which time of day is best to send so open rates are also something he would want to look at to see at which time he is getting more emails opened.

      But as with any split testing the only statistic that REALLY matters is the conversion rate and how much money you make. You might get a higher number of people opening and clicking on the links in your emails at a certain time but this may be a certain demographic that are not as likely to spend money.
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