Symphonie's Split Testing feature lets you test more than one variation of your mailing on subsets of your recipients to see which one performs the best. If one version
shows better open and/or click-through rates than the other, you can use Symphonie to send the more successful version to the remaining recipients (if any). The recipient
list for each split is chosen randomly from all the recipients, to ensure unbiased test results.
Split Test Anything
You can change virtually any portion of your email in Symphonie for testing—the subject, content, and "from" address are all individually modifiable. Once
you have sent your split mailings, Symphonie's advanced reporting features make it easy to determine which mailing was most successful; or you can choose based on your CRM data,
or other criteria outside of Symphonie (number of coupons redeemed, the number of in-store visits, etc.).
But what if your tests don't reveal a preference from your recipients? Maybe you try several subject lines, and none of them stand-out as more successful. With Symphonie, you
can add additional splits into the mix and continue to test until you find a winner, or you have sent to all your recipients.
The splits feature in Symphonie works even if the audience is determined from a specified segment of all your recipients. It also works when you use dynamic content in the
mailing. You can also create a 50/50 split if you so desire. With a 50/50 Split, the audience is divided at random into two groups and each receives a different email. In
this case, there is no follow up adjustment and mailing.
Automated Split Testing
Symphonie also lets you incorporate split tests into your automated workflow. Split into two, three, or up to eight different paths. Have the paths remain constant, or
have the logic dynamically decide the best path based on your settings and adjust the split node on-the-fly.