I’m encouraging my marketers to start using A/B testing on their emails more strategically, starting with Subject Lines and Preview Texts to try to increase our open rates thus our email health score.
Woe to discover there is no good way to report on the results of A/B email tests outside of each individual send!
I created a custom report (Data Source: Marketing Email: [Marketing Email + Marketing Email Analytics]) which got me some data, however it’s only reporting on the A version of the tests, and even then it is limited to the standard email reporting, nothing about the actual test itself (how long; % of audience tested against; metric tested; etc.)
I am loathe to encourage reporting in a spreadsheet on something that should be reportable natively in the platform, but I find myself creating a custom tracker just so my marketers can work with the data that will result from each A/B send and maybe action on it. Otherwise A/B emails are still just shots in the dark and emails tossed into the void, all while hoping the void doesn’t unsubscribe.
