Creating a multivariate test email activity

Last Updated: 26/6/2024     Tags: howto, how, to, multivariate, test
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Multivariate testing is similar to A/B split testing in the sense that each content variations are tested against each other to determine the better performing version. Read more about what multivariate testing is here.

To begin, simply create a new activity or open an existing activity. You will need to determine which content you wish to multivariate test before continuing.

Ensure you have the 'Enable multivariate testing' option enabled.

Enable Multivariate Test

Testing multiple subject lines

To add a subject line variation, simply click the 'add' link underneath the subject line field.

Multivariate Test on Subject Lines

This will display a second subject line field which you can then populate. If you wish to add more subject lines, simply keep clicking the 'add' link until the desired amount of subject line fields appear. There is no limit to how many subject lines you may use, but we would recommend using five or less depending on subscriber numbers.

Testing multiple content blocks

To test multiple content block variations, simply click the 'optimize' link in one of your content blocks.

Multivariate Test on Content Block

This will add an alternative block which you are able to then expand and populate. If you wish to add more variations, simply keep clicking the 'add' link until the desired amount of variations appear. There is no limit to how many variations you may use, but we would recommend using five or less depending on subscriber numbers. With multivariate testing, content block optimization numbers do not need to match subject line numbers.

Understanding combinations

Since multivariate testing tests each content block/subject line against each other to form combinations, it is important to understand how these combinations are made.

Here's an example: If you had one subject line, three hero image variations and two banner block variations, this would form three combinations consisting of:

  • Subject Line 1 + Hero Image 1 + Banner Block 1
  • Subject Line 1 + Hero Image 1 + Banner Block 2
  • Subject Line 1 + Hero Image 2 + Banner Block 1
  • Subject Line 1 + Hero Image 2 + Banner Block 2
  • Subject Line 1 + Hero Image 3 + Banner Block 1
  • Subject Line 1 + Hero Image 3 + Banner Block 2

Each combination is comprised of each content block/subject line variation.

Proofing a multivariate test activity

When sending proofs, no further options need to be enabled. Our system will detect any multivariate test combinations and will send proofs for each combination.

You can also see combinations via the UI by selecting a combination from the dropdown box at the top of the activity preview window:

Combinations

Broadcasting a multivariate test activity

Broadcasting a multivariate test activity is the same as broadcasting a standard activity, simply approve the activity and click the 'Deploy' button. Ensure you adjust the throttle to a reasonable rate to allow our system to track subscriber interactions during the send and perform the multivariate test. For more information on how our system works in regards to multivariate testing and subscriber interaction tracking, click here.

Combinations