Email A/B Test Example - Install Snippet Nurture

this is an example doc used in [this post] that shows how to create successful nurture programs

LNA: Install Snippet Email (EXAMPLE)


An email educating and encouraging new leads to install the snippet in the Optimizely product.


By sending an email with a humorous subject line about installing the snippet, users will be more likely to open the email than if they are sent a serious subject line.

Baseline Conversion

Out of all leads that were delivered our "Snippet Install Email" (5,000), 35% of them opened the email (1750).


Increase create account conversion by 7%

Baseline conversion = 4,900 leads per variation


New leads that created a self-serve Optimizely account


Cadence: 1x week to new leads