It is difficult to create the perfect text the first time, often companies experiment, checking several options. Testing two options to verify a hypothesis and determine the best one is called A/B testing. Tests determine which messages reach your audience. It is not only the text itself that needs to be tested. The effectiveness of communication is affected by many factors, including the volume of the message and the time at which it was received.
Example #3
An online shoe store decided to test which mailing would bring in more profit: a short and cheaper one, or a longer but personalized one. They wrote two versions of the message, selected 16 thousand uganda consumer email list people from the audience and divided them into four groups by gender, age and user behavior. The fourth group was a control group, they did not receive the message.
The first message flew out, short and inexpensive:
"Discounts up to 40% on winter clothing in the chain of stores "...". Enjoy your shopping!"
The second message cost the store twice as much: “Daria, especially for you there is a 40% discount in the chain of stores “…”. The address of the store closest to you can be found on the website: [link]”
The cheap short version, based on the results of the mailing to the entire database, turned out to be unprofitable by about 35 thousand rubles, while the long version could bring in about a million rubles in profit.
And yet, A/B tests are not a panacea. Firstly, consistency and constant comparison of your results with your previous ones are extremely important here. Secondly, to conduct a high-quality test, it is necessary to correctly formulate hypotheses and strictly adhere to the methodology.
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