Can I use my email platform for A/B Testing my videos?
Limitations of using for A/B Testing
- Complex multi-stage configuration
- Extra campaign duration
- Leaving clicks on the table
- Lack of ongoing learning
Complex multi-stage configuration
An email sent from your email platform is fixed at the time of send, and cannot be changed while it sits in someone’s inbox waiting to be opened. This means that A/B Testing from your email platform needs to be split into multiple stages; an initial send and testing stage during which engagement data from multiple variants is collected, then a subsequent send of the winning variant. This requires extra setup and guesswork to define the parameters of the multiple stages.
Extra campaign duration
The initial send and testing period adds extra duration to your campaign. MailChimp suggests an initial testing period of 4 hours, and Salesforce Marketing Cloud suggests 24 hours. How do you decide how much time is needed? Whatever you decide, this extra campaign duration may disrupt your sending schedules and increase your suppression lists.
Leaving clicks on the table
The initial send and testing period is also costing you clicks. If you have set the duration to 24 hours, as Salesforce Marketing Cloud suggests, but the engagement data reveals a statistically significant winner to the A/B Test within 60 minutes, the losing variants of your email will continue to be tested unnecessarily for 23 hours, meaning you are losing clicks and revenue during that time.
Lack of ongoing learning
Most email platforms consider each A/B Test as independent, and cannot use the results in any way to automatically improve your subsequent campaigns.
Introducing… Performance by Playable
- Simple campaign configuration
- Normal campaign duration
- Mathematically proven to maximize clicks
- Continual learning and improvement
Simple campaign configuration
No guesswork is needed on how long to conduct an initial testing stage before declaring a winner. This is possible because the Playable video content remains dynamic until the moment of open, rather than being fixed at the moment of send. Only at the time of open does Playable choose which variant of your video to deliver to each recipient, based on the up-to-the-minute engagement data.
Normal campaign duration
Your video is optimized in real-time during the normal duration of your campaign. No initial testing phase of 4 to 24 hours is required.
Mathematically proven to maximize clicks
Early beta customers have seen click through rates increase by up to 88% when sending to a list of at least 50,000 recipients.
Continual learning and improvement
Playable generates useful reports from your A/B Testing to help your subsequent campaigns.
Works with broadcast and segmented marketing campaigns. Playable quickly detects which variant of your video is best, and quickly starts to show that video to an increasing proportion of recipients who open your email.
Simply add your video variants. No complex multi-stage configuration is required.
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Full access to Performance features for 30 days
50,000 videos Plays for use in A/B Testing. Videos include Playable branding
Point and Click Integration
“E-commerce brands that A/B test their emails generate 20% more revenue on average.”