Email Send Statistics: Split Test Results

Like a standard Email Send, Email Sends undergoing a Split Test generate Email Event and Sent Email records to record the Email Send’s performance and also populate the Email Statistic graphs within the Email Send record. However, these Email Sends will additionally generate Split Test-specific statistics that help differentiate which Sent Emails were sent out as test versions and which version performed the best.

Split Test Statistics in the Email Send

Within the Email Statistic graphs on an Email Send record you fill find a graph labeled Split Test. The graph is split into two halves: Unique Clicks and Unique Opens. In turn, each of these halves shows bars for version A and version B of the Split Test, allowing you to see which version returned a higher number of clicks and opens.

NOTE: statistics will only populate on Email Sends in the Sent or Split Test views; this graph will not show any data if the Email Send is still a draft or if it is in the Outbox view.

SplitTestStats

Here we can see that Strategy A prompted more people to open the email whereas Strategy B prompted more people to click on links in the email. The graph will stop updating when the test has ended, so you can easily see here which strategy won.

NOTE: The Split Test Wizard gives the option to have the winning version selected automatically or manually. If you chose to have the winner selected automatically, the winner will be chose exclusively based upon the highest unique clicks or highest unique opens; these values are not added together or averaged in the calculation. In the case of a tie, version A will be sent out to the winning group.


Split Test Statistics in Sent Emails

Scroll down in the Sent Email Send record until you reach the Recipients (Sent Emails) subgrid. Here you can see a list of all of the Sent Emails associated with the Email Send as well as a Split Strategy column which will indicate if the Sent Email represents and email sent to Version A or Version B in the Split Test.

split test results sent email subgrid

You will also see a field on the Sent Email record itself that shows which Split Test version the Sent Email belongs to.

split test sent email

Please note that the sent emails with the winning strategy (as a result of the test), will not have the name of the winning strategy in this Split Strategy column. You will be able to see similar behavior in any Email Events as well.


Split Test Statistics in Sent Emails

Split Testing Statistics

If we then navigate to Sent Emails (on the same Email Send record on the left underneath Common), and to the emails sent out by the Split Test, we are also able to see that those who were part of the initial test are marked as having received Strategy A or B. Please note that the sent emails with the winning strategy (as a result of the test), will not have the name of the winning strategy in this Split Strategy column. You will be able to see similar behavior in any Email Events as well.


Feature Added: Original
Feature Updated: 8.8
ClickDimensions Version Need: 8.8