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Winner, Winner! Multivariate Testing for Email Campaigns

Data solutions provider Return Path has introduced a new Multivariate Testing solution powered by European email optimization leader 8Seconds.

This solution will enable email marketers to identify the email creative that works best with their audience, improving email performance and driving more revenue from the channel in the process.

So, how does it work? When an email is sent, the initial recipients are shown different versions of the email to gather engagement data based on open and click rates. Once there is a sufficient amount of data to determine a “winner,” the optimized version is automatically displayed to the remaining recipients as they open.

On average, the email containing the optimized combination of creative elements performs 200 percent better than losing combinations.


A variety of image-based creative elements can be tested, including header and body images, calls-to-action, banners, logos, buttons and more. Insights from email tests can also be used to optimize other channels, such as websites, landing pages, banner ads, and offline communications. The solution is platform neutral, according to 8 Seconds, so it could actually work with any email service provider.


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