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Nathan_Riggan
Nathan_Riggan
Level 1
April 12, 2019
Question

Moving from a Batch Send to a Triggered Send for A|B Subject Line Test

  • April 12, 2019
  • 2 replies
  • 3180 views

We currently have a batch send email program running a series of emails and only the first email has been sent. We now want to A|B Subject Line test the remaining emails. Understanding that this can only occur within a Triggered campaign and not a Batch Send, what is the best way to set this up? Do we need to:
A) Create a new Trigger based Smart Campaign using the Email is Delivered trigger and delete the batch send smart campaign?
B) Remove the current filters from the Smart List and replace them with the Email is Delivered trigger?
C) Other Options?

I have already created the Subject Line test for the remaining emails. If we go with option A and use the Champion/Challenger emails, how do we ensure we are moving over the correct people from the Batch Send to the Triggered Campaign? If we go with option B, do we need to replace the current emails in the flow with the new Champion/Challenger emails?

If you have a better solution for this please let me know!

Thanks

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2 replies

Nicholas_Hajdin
Nicholas_Hajdin
Level 5
April 12, 2019

For batch subject line testing, it is recommended to use the Email Program with native A/B testing functionality. Use "Subject Line" A/B Testing - Marketo Docs - Product Documentation

Is your program supposed to be a lead nurture program? More details on the setup would be helpful. What is the logic for someone to receive email 2, 3, etc?

Champion/Challenger is for triggered campaigns, as you've noted. Since Email 1 has already been delivered, you cannot trigger off this send. This type of testing is most useful for engagement programs or behavior-trigger based messages.

Based on your needs, a series of Email Program A/B subject line testing should do the trick. Or, change to an engagement program and use the Champion/Challenger approach.

Nathan_Riggan
Nathan_RigganAuthor
Level 1
April 12, 2019

Hi Nick,

The email program is a set cadence of four emails, with resends going two days after the initial send if the person doesn't open the initial email, then there is a wait step, then email 2...and so on. We initially loaded a static list of people to include within this program. We now want to do some A|B testing on subject lines for the remaining emails (2, 3, & 4). Knowing that this can happen a few ways - Triggered, Email Program A|B, or Engagement, I was hoping we could simply clone the existing program and remove the filter of "Member of List" and add in the "Delivered is Email" with these constraints:
Email is: Email 1;
Min Number of Times: 1;
Date of Activity; in past 1 month

Essentially making this a behavior based trigger campaign. From there we would utilize the A|B Subject Line emails within the flow. We would then be able to add in additional triggers to add people who meet that trigger's behavior.

Is this not the correct approach?

Nicholas_Hajdin
Nicholas_Hajdin
Level 5
April 12, 2019

Are emails 2, 3 and 4 new emails or just subject line variations? You approach seems a bit overcomplicated. If these are individual batch sends, I would recommend using the Email Program - which you could clone for each subsequent test (obviously replacing email asset / subject line test criteria).

Note the purpose of champion challengers is assuming you will have an ongoing audience which will benefit from a declared champion. Make sure you understand the full use case before taking this approach: Add an Email Champion/Challenger - Marketo Docs - Product Documentation​. You can also search the community for other use cases of how others have used Champion/Challenger emails.

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