5 Powerful Reasons why A/B/n Multivariate Testing Matters to Your Email Lead Gen Campaigns

Email Lead Gen


Update: June 27, 2018

In order to improve the deliverability of our email lead generation software – we have sunsetted the A/B/n multivariate testing tool. The tool was once an effective way to test the performance of a cold campaign, but recent changes in mailbox behavior have lead to a negative impact on overall campaign deliverability. If you have any questions, please contact our customer success team.


To generate a constant flow of leads from your Email Lead Generation campaigns, you need to accurately track your progress and understand what is working. A report by Econsultancy confirms that since 2010, 52% of companies have attributed their lead conversion success rates to split testing their content. Because often times the most difficult part of an Email Lead Gen campaign’s effectiveness is identifying the pieces that just aren’t working.

What makes A/B/n Multivariate Testing so critical? Its ability to optimize your B2B email campaigns according to your potential customers’ shifting interests. Those that invest in Email Lead Generation software  can accurately, and frequently, test specific variables – analyzing components and updating content based on fluctuating engagement levels.

When executed properly, A/B/n Multivariate Testing can increase your lead generation and provide a huge competitive advantage for your company.  If that’s not a powerful enough reason on why you need to test your variables, then here are five more reasons why A/B  testing matters to your B2B Email Lead Gen campaigns:

Purchasing Decisions

Potential buyers that are engaged with your product or service are more likely to make a purchase. But, when 204 million emails are sent in a single minute online, you better understand your end users’ likes and dislikes in order for your Email Lead Gen campaign to stand out from the inbox chatter.

Choose to invest in a tool that lets you recognize your potential customers’ purchase motivators and decision triggers – one that lets you create a unique experience for your shopper. Essentially getting to know how they interact with your brand’s content in order to create a stronger connection with your prospects. For example, A/B/n Multivariate Tests can increase engagement by identifying what types of subject lines receive traction and higher conversion rates. Having this knowledge in-hand enables marketers to successfully interact with their end users. And, if variables are tested correctly, it can convert a potential customer from a casual onlooker to a secured sale. Or, better yet, a brand loyalist.

Content Control

A/B/n Multivariate Testing provides you with the opportunity to not only curate messaging specific to your audience, but lets you tell your story – your way. You’re not only developing the content, and in essence your brand, but interacting and connecting with your prospects … which is essentially the ideal of any Email Lead Gen campaign.

But, don’t get bogged down with testing too many content variables at once, as it can eat up resources. It’s also inefficient, as you may get confused as to which variables made a positive impact to your campaign. Best rule of thumb: prioritize your tests, focusing on one-to-two items, honing in on what matters the most to your email campaign’s success and initial impression, such as the content of your subject line or call-to-action.

Every Detail Counts

It’s logical to think that large variable changes are the ones that have the biggest impact on a so-so B2B Email Lead Gen campaign, but the small details are often just as important.  In 2011, Google ran over 7,000 A/B tests on their content, 40 of which were to determine the shade of blue that had the highest click through rate.

Small changes, like altering the size of a call-to-action button or changing the font on a headline, are usually easier to test because the results are simple to track. So when crafting an A/B test, make little tweaks to your visual content. Because even a minor change may be the key to increasing your inflow of leads.

Collect Competitive Intelligence

The biggest mistake a marketer can make is overlooking results – especially when running an Email Lead Gen campaign. According to a report on digital marketing strategy, companies that performed multivariate tests and then skipped calculating the impact each alteration had on their results might as well have skipped testing all together.

Never assume. Analyze the impact each content variation has on your B2B campaigns.  Determine in advance the appropriate metrics for evaluating your stats, such as your subject lines or call to actions. But, don’t stop there. Look further down your funnel and measure any metrics you can find – watch for clicks on your product downloads, or a request for more info, or any incentives that motivated your contacts to opt-in to your offerings.

A/B/n Multivariate Tests that return large amounts of data can be overwhelming, but if you analyze the numbers and gather competitive intelligence from each Email Lead Gen campaign you run, it will help you make better business decisions. And this will help optimize your lead flow and your brand’s success.

Maximize Email Lead Gen Conversion Rates

Research has found that A/B testing can generate up to 40% more leads for your business. So don’t ignore the test results of your Email Lead Gen campaign. Once you’ve analyzed the content variations, act accordingly and implement the winning changes. Because no matter how insignificant a change might seem, it may have the ability to increase email campaign performance and fill your sales funnel with more qualified leads, maximizing conversion rates and driving revenue.


Want to optimize your B2B Email Lead Gen campaign so that they matter to your audience? We can help!


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