A/B Test 2 seperate email flows

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A/B Test 2 seperate email flows

Hi everyone,

I want to test informal text based emails versus marketing welcome emails for new users. I have 7 emails set and would convert them to text only for the text only flow. So the idea is that half the users go into the text only flow, and the other half go into the marketing flow with more images and dynamic template. The question is - what is the best way to test that for incoming users? I have two ideas but am open to hearing more.

Idea 1 - we split the incoming list based on the 'email address starts with a-m' who all get Text Only Email 1, and email starting with n-z get Marketing Email 1, and so on to both versions of Email 7.

Idea 2 - In Step 1 - random sample is 50 receives Text Only Email 1 and default is Marketing Email 1. Step 2 - If user received Text Only Email 1, send Text Only Email 2, default is Marketing Email 2, and so on to both versions of the email 7. I've attached a screenshot of what the Idea 2 flow would look like.

Open to trying other ways, or anyone to poke holes in this logic.

Thanks marketo peeps!


Level 10

Re: A/B Test 2 seperate email flows

I would keep it in one flow. Use 2 static lists. in the first flow step of the flow, set an "add to list" flow step and use the random sample feature to add the leads either in the "text only" or the "html" static lists. Then is each following flow step, use choices: if member if member of list in "text only" -> send text version, default send HTML version.

There is another possibility with 3 smart campaigns:

  • 2 triggered campaigns with the "campaign is requested" trigger, one for the html emails, and another one with the text emails
  • then your initial smart campaign would route the leads to either one or the other based on a random choice.

but this second one seems more complex.

BTW, I would be interested to read about the results of these tests


Level 7

Re: A/B Test 2 seperate email flows

I would recommend using a Random Sample to send the first email. As soon as someone registers for trial and a campaign is triggered, put a Random Sample choice in email send flow step. For the subsequent emails, you can use choice 'If email was sent, email = text version' send text email 2, else send the HTML email.

There could be different ways to achieve this. I did a similar test few days week with a drip of 4 email campaigns. The informal text-based emails are definitely performing better for us.