Solved! Go to Solution.
How did you operationally set up the engagement stream so that you could test the subject line, preheader, CTA, etc?
I am unable to add in an email program into the engagement stream so it is impossible to test different emails- trying to get more data driven with our nurture campaign..
Any help is appreciated.
The easiest route I've found is to put a Program into nurture stream , and use a Smart Campaign to conditionally flow an email to my target audience segment. I've used Random Sample to do strict A/B here a lot, and I've also targeted different data values (like Language, Metro Region, Is Customer, etc.) to send a different version as well.
Depending on how many streams your Nurture Program has, you could also create these kinds of tests within groups, e.g. an "English-speaking" stream vs. "French," with different A/B tests or variations nested underneath.
An important note would be to be mindful of how Marketo interprets what content to cast when someone's in a nurture stream. If it's strictly an email (not a program), Marketo checks to see whether that target was sent the email prior, and if so, skips. If it's a program, it checks whether that target is a program member, not necessarily if they've seen the email. To that end, if you're using streams and programs a lot, it's a crucial step to create an Exclusionary membership status for people who should be skipped from a potential piece of content, and add people to programs accordingly. Depends, of course, on your business needs.
Depending on how you plan on excluding members from those programs, you need to be aware of some issues that can occur (leads being stuck in an endless loop without moving on to the next program) when using smart campaigns to qualify whether or not someone should receive a specific email. See here for more information: