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This invariably implies that the open and click-through rates of your emails can be increased using the insights gotten from the testing. As such ideas are built to run your future email campaigns for better results.  

A/B Testing in Email Marketing

A/B Testing is the process of creating two variations of a campaign, sending one variation to a subset of your target audience/subscribers and the other variation to another subset of your email subscribers. This is done with the sole goal to determine which variation of the campaign obtained the best result.

The A/B testing varies from simple to complex depending on the particular thing you would love to test. It is done to determine the campaign that would generate more open or click-through rate or the most conversions. So, with the information obtained, the best-performing variation of your campaign is sent to the rest of your audiences.

A/B testing in email marketing is reliant on the various elements of a campaign as compared in its two different variations. These campaign elements contained in the variations may include the following:

• Subject Lines – To check on the word ordering or arrangements, word length, content, and personalization. 
• Visuals – can check on the use of images or not with styles which work best.
• Copy – consider great writing based on length, personalization, and tone.
• Calls to Action – weighs in on the button or text-links which is preferable. Etc.

A/B Testing requires consistency to always deliver improved results on campaigns as expected if carried out by creating hypotheses of email elements, prioritization based on audience, and learning to build with the right marketing tool like Klaviyo.

Importance of A/B Testing

The ultimate objective of this testing is to improve on the marketing success of any business by measuring what is working based on the key email metrics: unsubscribers, open rate, click-through rate and conversion rates.

These metrics provide you with counts or insights to the results of how many people opened the email, the clicks on the call-to-action and unsubscriptions that occurred in the campaign you sent. 

Klaviyo is one of the best email marketing platforms for business selling something online. If you knew the process of performing a successful A/B Test in Klaviyo, you can explore more proficient marketing with the platform.

Performing A/B Testing in Klaviyo

Before you start your A/B testing process, write down the following attributes on paper. Many people carry out A/B Testing without having a good understanding of these six attributes, the end result would always be a very poor measurement of your statistics and poor learning, or even inaccurate results. But, having these 6 attributes sorted out, would help you to keep your activities organized in order to have a perfect comprehension of your results and create a concrete action plan on what to do next. 

The 6 attribute you must have before starting your A/B Test are:

1. Know your status
2. What is the test idea?
3. Develop a hypothesis
4. Outline some success metrics
5. What is your projected result?
6. Create a follow up plan based on your actual results.

The Process of A/B Testing a Campaign in Klaviyo

Login in to your Klaviyo Account > click the Campaign Tab > Create Campaign.

 Enter the campaign name and select the tags you want to use (you can create one or equally combine tags). Then click on the Create Campaign button.

A page appears where you need to select who you are sending the campaign to (i.e. choose a list or segment), either to use Smart Sending or not and use UTM Tracking or not. Then click Save & Continue to Content.

Fill in the following columns: Enter your brand name or any sender name you want to use in the From, email in From/Reply-To Email, Subject, and Preview Text, after that, click on Save Changes.

Select the type of Create Content you would like to use: whether Rich HTML, Text-Based, Use Template or Use the HTML editor to create your email content.

On choosing any of the above, you can create content using Blocks like the Text, Image, Split, Button, Header/Link Bar, Social Links, Table, Horizontal Rule, Add Columns etc. Equally check on the Styles to adjust Email, Text, Links, Headings, Mobile, Desktop, Date Format, and Background, etc. and as well see Previews before you Save Content.

Here comes the main thing: click on Add variation link to enter directly to the A/B testing page. On the Manage Variation heading, you can now add more variations or edit to differ with each other for your test analysis. 

With Test Settings, limit your sample audience to a percentage (0-100% with the slider) you would like to receive the test mail. Specify the time duration (6-92 hours) to determine the winning variation, campaign winning criteria (Open Rate, Unique Click), and check/uncheck to add variation letter as UTM parameter to all links. Also, click Switch to Test Send Times link if you want to change the variation send timings and dates. 

Click on Save & Schedule Campaign, you are prompted to make a final review if any, then click the Schedule (time, date and time zone) to choose a time & date for delivery or preferably Send Now tab. Also, check the Determine Recipients at Send Time box if you like and finally click on the Schedule button.

Note: Any variation that wins based on the test objective specified, the email variation is automatically sent to the remaining percentage of your lists or target audience.

After the set time-frame has elapsed, you can now review your A/B Testing to properly analyze the result.

Navigate to the test campaign, Select the Variation >> Overview >> Recipient Activity or Link Activity to view the analytics concerning any of the conversion metrics. 

Note: Test one variable at a time. Don’t use more than 4 variations. Don’t edit a live test. This would go a long way to ensure success in your business using email marketing.

There is a lot more to do with the performance metrics obtained from the variations in a campaign. This whole data can be used to strategize for your next campaigns, or you can also use the data to carry out a second level of test where you compare the winning elements to a different set of variables in order to arrive at a more firm results, which you can use to plan your communication campaigns with your audience. 

Furthermore, whether or not you intend on carrying out a second or third level of A/B testing on your campaigns, it is always more rewarding to continue testing different variables across your campaigns, this is the only way you can continue to stay afloat and keep to tactics that currently work instead of sticking to old ways and risk being left behind. Things change and your audience attitude also changes sometimes, A/B Testing is the best way to know what is working now.

This is one of the reasons it is important to engage an email marketing expert who will carefully create your email marketing campaigns and analyze reports if you are not conversant with the above technical breakdown on how to go about A/B Testing in Klaviyo. Even if you are able to follow the step by step process, the real expertise is actually gathering the most relevant data from the test campaigns and results and deploying this data to further create more successful campaigns in the future.

The marketing expert should be able to develop a hypothesis of the campaign like the subject lines, CTAs, contents/copy and various layouts etc. run your campaigns and give feedback to the process of the marketing.

Learn more about Klaviyo A/B Testing here:

• A/B Testing a Flow
• A/B Testing a Signup 

The post The Best Strategy for Performing A/B Tests in Klaviyo appeared first on Whizcopy.

This invariably implies that the open and click-through rates of your emails can be increased using the insights gotten from the testing. As such ideas are built to run your future email campaigns for better results.  

A/B Testing in Email Marketing

A/B Testing is the process of creating two variations of a campaign, sending one variation to a subset of your target audience/subscribers and the other variation to another subset of your email subscribers. This is done with the sole goal to determine which variation of the campaign obtained the best result.

The A/B testing varies from simple to complex depending on the particular thing you would love to test. It is done to determine the campaign that would generate more open or click-through rate or the most conversions. So, with the information obtained, the best-performing variation of your campaign is sent to the rest of your audiences.

A/B testing in email marketing is reliant on the various elements of a campaign as compared in its two different variations. These campaign elements contained in the variations may include the following:

• Subject Lines – To check on the word ordering or arrangements, word length, content, and personalization. 
• Visuals – can check on the use of images or not with styles which work best.
• Copy – consider great writing based on length, personalization, and tone.
• Calls to Action – weighs in on the button or text-links which is preferable. Etc.

A/B Testing requires consistency to always deliver improved results on campaigns as expected if carried out by creating hypotheses of email elements, prioritization based on audience, and learning to build with the right marketing tool like Klaviyo.

Importance of A/B Testing

The ultimate objective of this testing is to improve on the marketing success of any business by measuring what is working based on the key email metrics: unsubscribers, open rate, click-through rate and conversion rates.

These metrics provide you with counts or insights to the results of how many people opened the email, the clicks on the call-to-action and unsubscriptions that occurred in the campaign you sent. 

If you knew the process of performing a successful A/B Test in Klaviyo, you can explore more proficient marketing with the platform.

Performing A/B Testing in Klaviyo

Before you start your A/B testing process, write down the following attributes on paper. Many people carry out A/B Testing without having a good understanding of these six attributes, the end result would always be a very poor measurement of your statistics and poor learning, or even inaccurate results. But, having these 6 attributes sorted out, would help you to keep your activities organized in order to have a perfect comprehension of your results and create a concrete action plan on what to do next. 

The 6 attribute you must have before starting your A/B Test are:

1. Know your status
2. What is the test idea?
3. Develop a hypothesis
4. Outline some success metrics
5. What is your projected result?
6. Create a follow up plan based on your actual results.

The Process of A/B Testing a Campaign in Klaviyo

Login in to your Klaviyo Account > click the Campaign Tab > Create Campaign. Enter the campaign name and select the tags you want to use (you can create one or equally combine tags). Then click on the Create Campaign button.

A page appears where you need to select who you are sending the campaign to (i.e. choose a list or segment), either to use Smart Sending or not and use UTM Tracking or not. Then click Save & Continue to Content.

Fill in the following columns: Enter your brand name or any sender name you want to use in the From, email in From/Reply-To Email, Subject, and Preview Text, after that, click on Save Changes.

Select the type of Create Content you would like to use: whether Rich HTML, Text-Based, Use Template or Use the HTML editor to create your email content.

On choosing any of the above, you can create content using Blocks like the Text, Image, Split, Button, Header/Link Bar, Social Links, Table, Horizontal Rule, Add Columns etc. Equally check on the Styles to adjust Email, Text, Links, Headings, Mobile, Desktop, Date Format, and Background, etc. and as well see Previews before you Save Content.

Here comes the main thing: click on Add variation link to enter directly to A/B testing page. On the Manage Variation heading, you can now add more variations or edit to differ with each other for your test analysis. 

With Test Settings, limit your sample audience to a percentage (0-100% with the slider) you would like to receive the test mail. Specify the time duration (6-92 hours) to determine the winning variation, campaign winning criteria (Open Rate, Unique Click), and check/uncheck to add variation letter as UTM parameter to all links. Also, click Switch to Test Send Times link if you want to change the variation send timings and dates. 

Click on Save & Schedule Campaign, you are prompted to make a final review if any, then click the Schedule (time, date and time zone) to choose a time & date for delivery or preferably Send Now tab. Also, check the Determine Recipients at Send Time box if you like and finally click on the Schedule button.

Note: Any variation that wins based on the test objective specified, the email variation is automatically sent to the remaining percentage of your lists or target audience.

After the set time-frame has elapsed, you can now review your A/B Testing to properly analyze the result.

Navigate to the test campaign, Select the Variation >> Overview >> Recipient Activity or Link Activity to view the analytics concerning any of the conversion metrics. 

Note: Test one variable at a time. Don’t use more than 4 variations. Don’t edit a live test. This would go a long way to ensure success in your business using email marketing.

There is a lot more to do with the performance metrics obtained from the variations in a campaign. This whole data can be used to strategize for your next campaigns, or you can also use the data to carry out a second level of test where you compare the winning elements to a different set of variables in order to arrive at a more firm results, which you can use to plan your communication campaigns with your audience. 

Furthermore, whether or not you intend on carrying out a second or third level of A/B testing on your campaigns, it is always more rewarding to continue testing different variables across your campaigns, this is the only way you can continue to stay afloat and keep to tactics that currently work instead of sticking to old ways and risk being left behind. Things change and your audience attitude also changes sometimes, A/B Testing is the best way to know what is working now.

This is one of the reasons it is important to engage an email marketing expert who will carefully create your email marketing campaigns and analyze reports if you are not conversant with the above technical breakdown on how to go about A/B Testing in Klaviyo. Even if you are able to follow the step by step process, the real expertise is actually gathering the most relevant data from the test campaigns and results and deploying this data to further create more successful campaigns in the future.

The marketing expert should be able to develop a hypothesis of the campaign like the subject lines, CTAs, contents/copy and various layouts etc. run your campaigns and give feedback to the process of the marketing.

Learn more about Klaviyo A/B Testing here:

• A/B Testing a Flow
• A/B Testing a Signup

The post The Best Result-Oriented Way to Perform A-B Tests in Klaviyo appeared first on Whizcopy.

Klaviyo is one of the best among the rest that offer resources that will help you to analyze trends and uncover opportunities. You would get deeper insights about your customers and as thus accelerate your business’ goal.

A hands-on understanding of Klaviyo features would give you the knowledge to use the platform better in communicating more personally with your audience and stand out from the competition, having listened to and analyzed your customers accurately.

The following are the 10 Klaviyo features that will make you fall in love with the platform:

Integrations

This feature allows you to pull real-time data relevant to anything in your marketing stack. So, to gain or discover more personalization and audience insights you have to integrate more data to achieve such possibilities.

Integration in Klaviyo enables you to see everything your customers are doing in a way that is timely, relevant and searchable. This integration of data can occur using Klaviyo’s native integration, use of API or by uploading a CSV file in the case of direct integration.

the following are some of the available native integrations available in Klaviyo:

• Advertising – Facebook ads
• CRM – Janrain, Salesforce and Zoho
• Ecommerce – 3dcart, AfterShip, Amazon Marketplace, BigCommerce, Celery, Commercev3, Magento, Magento 2, Mi9, OpenCart, Salesforce Commerce Cloud, ShipStation, ShopDirect, Shopify, Spree, StickyStreet, Volusion and WooCommerce
• Email – Campaign Monitor, Constant Contact, ExactTarget, MadMimi and Mailchimp
• Event Management – Eventbrite
• Fundraising – ActBlue, Classy, Donate.ly, DonorPerfect, Funraise, NeonCRM and Qgiv
• Help Desk/Chat – Desk.com, Help Scout, Olark and Zendesk
• Landing Pages – KickoffLabs, Typeform, Unbounce and Wufoo
• Payments – Chargebee, ReCharge, Recurly and Stripe
• POS – Lightspeed

Forms & Personalization

Klaviyo portrays modern eCommerce through its form builder. This builder enables you to create a signup or popup form that is extremely intuitive, powerful, flexible and can leverage a segmentation that enables more personal conversation with your visitors, subscribers, and customers on the net.

At no additional cost or coding, they serve as a collection medium for getting your customer’s preferences to create or build deeper relationships when you target them effectively based on their interests. This also projects a unique web experience for them like when an authentic marketing message is sent on their birthdays or probably a coupon showing a discount offer, etc.

Additionally, you are in charge of these forms, the creative branding or formatting, the prior understanding of its performance at every level, accompanied with the empowerment of marketing with data collected from it and to stay compliant with the GDPR data collection and processing.

Profiles

Klaviyo’s eCommerce CRM allows you full visibility into your customer’s data. Klaviyo provides tons of data on every single record of your contacts like what they do, how many times they made a purchase, in order to enable you to adapt a personal marketing strategy for your business.  

Klaviyo eCommerce CRM ensures every customer or subscriber has its profile and it showcases it in a single view. With this, you can know the data points and where to take actions from.

Furthermore, Klaviyo makes your business revolve around your customers while your marketing focuses on data, which helps you to know everything about your audience. It also makes predictive analysis automatically that will support segmentation and future customer analysis.

Segmentation

Be assured of receiving easy email segmentation, which uses the every detail of your customers interaction with your websites, like who bought, who didn’t buy to organize them into interest groups so that you can further optimize your marketing messages more relevantly.

These segments are dynamic as they update in real-time and allow for grouping of customers based on behaviours, so you can target them based on events or conditions they triggered. Thus, generating better results with your marketing campaigns.

A segment may be in the form of average order value, acquisition source, shopping preference, purchase frequency, purchase recovery, shopping behavior, purchase motivation, shopping cart profiles, and browsing behaviours etc.

Data Science

This feature uses artificial intelligence or machine learning capability, which enables you to grow your business faster and without waste of time by giving you predictive analytics.

Klaviyo data science is incredibly efficient in that it could make accurate predictions on when you would make your next sale, the amount you can spend to acquire customers, future sales, probability of losing a customer, CLV calculation or probably the gender of your customers etc.

Accompanied with it is the insights of channels that bring high ROI on acquiring customers, identification of VIPs through CLV analytics, and maximizing your email engagement through send time optimization that unveils the perfect time you can send emails to customers.

Reporting

With this feature, you will measure exactly what matters in your business, i.e. what is driving revenue using their analytics tool. The tool shows you metrics and why they are trending, compares current and past performance, personal customization and then real-time activity.

On getting this flexible but meaningful analysis, it gives you insights of the customers causing the metrics you are viewing and helps you draw a conclusion or reports based on their activities.

Automation

Klaviyo automation enables you to build a design that is step by step for your customer journey, as well as test your A/B email for automation on experimentation.

Automation makes it possible to segment various emails based on customers personas for better performance and reporting. Also, helps to provide rich data ranging from behaviour, customer, and integration for effective marketing. It enables you to use workflows by sending emails to customers likely characterized by abandoned carts, win-back, welcome series and browse abandonment.  

Social Advertising

With this, you are assured of personal but relevant messages to be delivered consistently to the customer in building a stronger relationship, which is the core of social media marketing concerning Klaviyo. 

The system gives you dynamic synchronization of data, generating more sales and acquiring more potential customers with the Klaviyo-enabled social media marketing strategy.

Campaigns

Klaviyo campaigns seek to drive engagement by you to send emails such as newsletters, sale announcements or promotions to your target audience once in a while. You get to achieve impact with the on-brand of emails you send, thereby creating a one-on-one conversation with every customer.

With campaigns you get to improve your deliverability, test everything to know what works and why it works, what isn’t working and why it is not working. This will help to optimize your business in terms of growth.

SMS (Short Message Sent)

Import all your contacts and manage them from here, ensuring that messages are delivered to the right people. The setup is very easy and can be used interchangeably with other messaging mediums. 

You pay for whatever message that is being sent as you would like them to and also get to generate more revenue by leveraging on marketing specifically to a target audience on mobile. 

Klaviyo is different than most other email marketing platforms, especially for eCommerce businesses because it gives you powerful functionalities without sacrificing the time it takes for your marketing to make an impact on your bottom line. While most eCommerce marketing software forces you to choose between being as effective as possible and moving fast. 

So if you want to be a growth-minded eCommerce merchant, just honkytonk into the Klaviyo marketing platform and explore these breath-warming features with expendable experiences that will produce a testimony. 

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