A key step in setting up a testing structure is determining what type of tests to run. This chapter looks at the different types of testing available, covering:

  • Testing formats: How do the two most widely used testing formats – A/B split-testing and multivariate testing – differ from each other?
  • Pre-send testing: What insights can this type of testing deliver, and what are the steps to setting and implementing it?
  • Testing considerations: A testing programme should be supplemented by regular assessment to fine tune the approach. From statistical confidence to user feedback, what are some of the factors marketers should consider?