Observations
We’re conducting another A/B split test on the email subject line over the seasonal period. As Christmas is closing in, we’re now going to run with one of two seasonal subject lines. It is simply a question of which one performs better. The split test is soon to launch and will take place over a 3 hour period and was distributed across a smaller percentile of subscribers (652).
Time of launch: 8am, 14.12.2009
Split Test Results
Split test terminated: 8:00am, 15.12.2009
We have obtained the following results through the split test:
- Custom Version A – 9.5% open rate
- Standard Version B – 11.1% open rate
Observations
Through this analysis, our findings indicate that Version A is the most successful subject title for the mail out although there is barely a discernable difference in which version was preferred.
Conducting the final Mail out:
We’re launching the final mail out using Version A based on the results of the split testing. The content we’re using within the newsletter will again be promoting seasonal specials and last minute accommodation packages in light of the rapidly approaching Christmas period. We’re running late for the third email blast so it will be interested to see if the users respond differently.
Time of blast: 7am, 16.12.2009
Performance Evaluation
A snapshot into the performance of this campaign is as follows:
- 18.52% of recipients opened the newsletter (2367 unique opens)
- 21.25% clicked on a link
As anticipated, there was a percentile drop in the amount of unique opens given the time of the mail out. Users seem to respond better to emails sent towards the latter half of the afternoon. Overall, we’re currently happy with the consistency of this campaign and as we speak are looking into ways we can improve on the CTR.
