Feature Friday: Expanded A/B Testing in Publicaster

We hope you’ve been enjoying the new user interface of WhatCounts Publicaster Edition as much as we have. There are a number of additions, improvements and enhancements in the newest release, and today we’re going to take a look at one of my favorites: Expanded A/B testing.

I’ve always been a proponent of testing (in fact, it was the subject of my very first WhatCounts blog post, back when I was a client), and A/B testing is an integral part of any test strategy, particularly when launching a new campaign. Previously, you were able to test creative and subject lines. With the release of the new user interface, however, you can now test any variable: Creative, subject line, From address and Reply address.

When in the A/B test screen in the Campaign Manager of Publicaster, you first want to add your test cases:

A/B testing screen in Publicaster

Note: Adding test cases is also how you would add multiple creatives if that’s what you’re looking to experiment with. For the purposes of this demonstration, we’re going to select the same email for both test cases. Once you’ve selected your emails, you will be able to select the From and Reply addresses of those emails:

For additional peace of mind, when you’re ready to send your email, the Publicaster confirmation screen will remind you of what emails you’re sending, what subject lines they have, and what the From and Reply addresses are:

Reply and From address testing

I have frequently written and spoken about my long-held belief that as marketers, we are not our audience. We may think we have an awesome email with a compelling subject line and a From address that will resonate with subscribers and drive opens, but our audience may feel differently. This expanded feature of Publicaster’s A/B testing tool gives you yet another way to test what works with your own subscriber base.

What is your favorite aspect of the new user interface of WhatCounts Publicaster Edition? Let us know in the comments!

Tim Brechlin
Inbound Marketing Manager, WhatCounts


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