The Reply Two Email Marketing Wiki
Everything you need to know about email marketing
Trying to decode some corporate email jargon? The Reply Two email marketing wiki spells things out in language we can all understand. Each definition has a handy prompt you can copy and paste too.
A/B Testing
A/B testing (aka split testing) is when you send two versions of your newsletter to different audience segments to see which performs better. Your current best version, the "control" or "champion," competes against a new variant, the "challenger." Instead of guessing what works, you get clear data on which version wins based on opens, clicks, or conversions. Winners become your new control for future tests.
Read more on A/B TestingAnalytics
Analytics for email marketing is the collection, measurement, and analysis of subscriber data to understand performance and behavior. It's your newsletter's report card. It shows you what happened, helps you to discover why, and informs you about what to try next.
Read more on AnalyticsClick-Through Rate
Click Through Rate (CTR) is the percentage of subscribers who click on any link in your email. Unlike its sketchy cousin Open Rate, CTR measures actual, intentional engagement. That's someone making a conscious choice to interact with your content.
Read more on Click-Through RateSplit Testing
Split testing (also known as A/B testing) is dividing your subscriber list to send different newsletter versions and see which performs better. You test one element at a time by pitting your current best version, the "control" or "champion," against a new version, the "challenger." You can test anything from subject lines to layout to CTAs, measuring success through opens, clicks, or conversions to make data-driven decisions.
Read more on Split Testing