Fear Free Email Marketing Copyright 2004 by Kevin Bidwell All-In-One-Business.com Split testing is the lifeblood of your success online. On my computer I have a folder labeled "Tracking." In that folder I have a spreadsheet showing the exact responses we have received from every mailout and promotion we have done over the last several years. That data is worth its weight in gold. For example: How much is a subscriber really worth? Unless you track responses, you will never know. I can tell you to the penny how much a subscriber is worth to my business-and how much money I would be willing to spend to get one. Split testing is one of the methods I use to figure out what is the best message to the best group at a given time. Simply put, split testing is a scientific method of testing a marketing message by showing a slightly different message to two (or more) similar groups of prospects OR showing the same message to two (or more) dissimilar groups then tracking the results. Single variable split testing would be looking at just one variable and comparing the results. Seeing whether a group of subscribers responds better to a short or long email would be an example. Multiple variable split testing (or "cluster testing") allows you to track results of multiple variables. You send a short email message and a long email message to each of two groups-say subscribers who have been on your list more than 6 months and subscribers who have been on your list less than 6 months. For this you would send out 4 messages: A short email to subscribers over 6 months. A long email to subscribers over 6 months. A short email to subscribers less than 6 months. A long email to subscribers less than 6 months. This can be very helpful when putting together a future promotion because it is possible that the subscribers who have been on your list more than 6 months might respond to the longer email in higher numbers while those less than 6 months might respond better to the shorter. This data can then help you increase response by crafting a sales message you know will work best for a particular group. While you can’t predict how an individual will respond to a given marketing message-he may be having a bad day, be broke or just respond differently than he has in the past. You CAN predict how a large group of people will respond. Here are a couple tools you can use to do your own split testing: Our recommending list-testing provider: http://www.All-In-One-Business.com/ar Claude Hopkins’ classic "Scientific Advertising": http://www.All-In-One-Business.com/hopkins A free split testing script for your website: http://www.All-In-One-Business.com/split

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