Creating a Culture of Testing: 30 Tests to Start Now

Empoweringgovernmenttocreatebetterlivesformorepeople.

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WHYTEST?

Helpsagenciesandorganizationsgettoknowtheirspecific

audience

Helpsagenciesandorganizationsdevelopaportfolioofemailbestpracticessothattheycanimprovefuture

outreach

Empowersagenciesandorganizationstoturn“Ithink”into“Iknow”

3

TEST#1:CONTROLVS.VARIATION

4

TEST#2:PLAINTEXTVS.HTML

HowtoMaketheMostofPlainTextEmails:http://bit.ly/2fGfjKj

OR

Tweet along! #GovD15

TEST#3:FORMALVS.CASUALTONE

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TEST#4:SUBJECTLINES(WORDING+LENGTH)

• Alert• Bulletin• DailyorWeekly• News• Names

The5BestWordsforSubjectLines

• Free• $$$• Guaranteed• Report• Earn

The5WorstWordsforSubjectLines

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TEST#5:PRE-HEADERTEXT

8

TEST#6:DISPLAYNAMEINFROM

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TEST#7:HEADLINE(S)

“MarchFosterCareNewsletter”

“ConnectwithaFosterCareNavigator”

VS

“ElectionDayReminder”

“BallotsaredueonTuesday”

10

VS

TEST#8:TEXTFORMATTING

11

VS

TEST#9:TEXTLAYOUT

12

TEST#10:TEXTLENGTH

13

VS

TEST#11:CALLOUTBOX

14

VS

TEST#12:PERSONALIZATION

15

VS

TEST#13:HYPERLINKS

16

TEST#14:CALLSTOACTION

VS

17

VS

TEST#15:IMAGES

18

VS

TEST#16:DESIGNEDTEMPLATEVS.SIMPLETEMPLATE

19

VS

TEST#17:TEXTONIMAGES

20

VS

TEST#18:STATICIMAGERYVS.VIDEO

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TEST#19:SOCIALICONPLACEMENT

22

VS

TEST#20:SOCIALASCALLTOACTION

23

TEST#21:CLICKTOTWEETLINKS

24

TEST#22:TIMEOFDAY

25

TEST#23:50/50TESTS

AtraditionalA/Btestthatsendseachmessagetohalfofthegeneralaudienceandusesresultsforfuturemessaging.

MESSAGEA MESSAGEB

50%ofaudience 50%ofaudience

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TEST#24:10/10/80TESTS

Step2:SendVersionBtoadifferent10%ofyourlist

Step1:SendVersionAto10%ofyourlist

Step3:Sendtheversionwiththehighest

openratetoeveryoneelse!

10%

80%

10%

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VS

TEST#25:WELCOME/ONBOARDING

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TEST#26:REMINDERS,ABANDONEDCART

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TEST#27:SUBSCRIPTIONPLACEMENT

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TEST#28:OVERLAYS

31

Philadelphia Bike Share Stations: • 90 sidewalk stickers at

shortlisted sites• Is this a good spot? Why or

why not?• Any better sites in the

immediate area?

Crowdsourced sitealternatives,revised

stationlist

TEST#29:TEXTINGOPTIONFORFEEDBACK

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TEST#30:TEXTTOSUBSCRIBE

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