Message testing is a process of systematically experimenting to create marketing content that resonates more with your audience, increases their engagement, and achieves your business goals. Effective automated message testing always requires the following four steps.
The first step is to pull out a truly randomized test group that is representative of an entire audience segment.
Next, send several content versions to the test group and see which version gets the most engagement.
Use the engagement metrics on the test to determine the best version based on statistical significance.
Send the winning version to the rest of the audience segment for higher engagement and note any learnings for future content.
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The ultimate goal of message testing and optimization is higher quality marketing that’s more relevant, valuable, and engaging to each individual customer or prospect.
Generic content results in low engagement and conversion.
Optimized content results in higher engagement and conversion.
The ultimate goal of message testing and optimization is higher quality marketing that’s more relevant, valuable, and engaging to each individual customer.
Looking for more? Continue on to read 4 Types of Message Testing.
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