1) A/B test one additional message for every 200 prospects.
- It's important to keep track of the volume of prospects you reach out to when A/B testing your messaging in sequences. As prospects move through a sequence step with an A/B test in it, Outreach will automatically send them one template or the other. After about 200 prospects have moved through the step, there should be enough data to determine which template works best and you can turn the other(s) off. Testing more than 2 messages at a time with less than 200 prospects spread across those messages will not allow you to see enough relevant data to make an informed decision on the quality of the message.
2) When A/B testing, consider testing open rate OR reply rate, but not both
- The open rate of your email will correspond with the subject line, while the reply rate will correspond with the body of the email. Therefore, you should only test open rate OR reply rate at one time to ensure you are getting the purest results. We recommend starting by A/B testing the open rate of your first email by changing the subject lines and leaving the body of the email the same. Similarly, reply emails have no subject line (it uses the previous parent message and shows Re: in the subject line), so it's best to test reply rate on that email type.
3) A/B test wherever you want to improve
- Because of how little effort goes into creating A/B tests for various message types, we recommend customers do it often and across all types of sequences. Constant testing and refining will lead to a deep understanding of your customers and the best language to address them going forward.