If you have already mastered the A/B tests, consider adding multivariate testing to your email program. With multivariate testing, marketers can test multiple email components such as subject line, call-to-action, or offer type simultaneously, in the same deployment. Multivariate tests offer notable benefits, including:
- Ability to test multiple email components in a single deployment, which is equivalent to several A/B tests performed at the same time
- Opportunity to understand how different testing elements interact with each other, potentially yielding better results
- Capability to isolate testing of program improvements to specific factors such as subject lines and calls-to-action, so marketers can better understand audience preferences.
With multivariate testing, marketers should keep in mind that the more components you test, the more email versions you’ll have. For example, testing 2 subject lines, 2 calls-to-action, and 2 offers will equate to 8 resulting versions of email campaigns to test, compare, and choose from. Therefore, having the right resources onboard and a large enough sample size will be critical in ensuring statistically significant test results.