Creating a Culture of Testing: 30 Tests to Start Now
33
Empowering government to create better lives for more people.
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Transcript of Creating a Culture of Testing: 30 Tests to Start Now
Empoweringgovernmenttocreatebetterlivesformorepeople.
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WHYTEST?
Helpsagenciesandorganizationsgettoknowtheirspecific
audience
Helpsagenciesandorganizationsdevelopaportfolioofemailbestpracticessothattheycanimprovefuture
outreach
Empowersagenciesandorganizationstoturn“Ithink”into“Iknow”
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TEST#1:CONTROLVS.VARIATION
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TEST#2:PLAINTEXTVS.HTML
HowtoMaketheMostofPlainTextEmails:http://bit.ly/2fGfjKj
OR
Tweet along! #GovD15
TEST#3:FORMALVS.CASUALTONE
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TEST#4:SUBJECTLINES(WORDING+LENGTH)
• Alert• Bulletin• DailyorWeekly• News• Names
The5BestWordsforSubjectLines
• Free• $$$• Guaranteed• Report• Earn
The5WorstWordsforSubjectLines
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TEST#5:PRE-HEADERTEXT
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TEST#6:DISPLAYNAMEINFROM
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TEST#7:HEADLINE(S)
“MarchFosterCareNewsletter”
“ConnectwithaFosterCareNavigator”
VS
“ElectionDayReminder”
“BallotsaredueonTuesday”
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VS
TEST#8:TEXTFORMATTING
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VS
TEST#9:TEXTLAYOUT
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TEST#10:TEXTLENGTH
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VS
TEST#11:CALLOUTBOX
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VS
TEST#12:PERSONALIZATION
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VS
TEST#13:HYPERLINKS
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TEST#14:CALLSTOACTION
VS
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VS
TEST#15:IMAGES
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VS
TEST#16:DESIGNEDTEMPLATEVS.SIMPLETEMPLATE
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VS
TEST#17:TEXTONIMAGES
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VS
TEST#18:STATICIMAGERYVS.VIDEO
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TEST#19:SOCIALICONPLACEMENT
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VS
TEST#20:SOCIALASCALLTOACTION
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TEST#21:CLICKTOTWEETLINKS
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TEST#22:TIMEOFDAY
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TEST#23:50/50TESTS
AtraditionalA/Btestthatsendseachmessagetohalfofthegeneralaudienceandusesresultsforfuturemessaging.
MESSAGEA MESSAGEB
50%ofaudience 50%ofaudience
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TEST#24:10/10/80TESTS
Step2:SendVersionBtoadifferent10%ofyourlist
Step1:SendVersionAto10%ofyourlist
Step3:Sendtheversionwiththehighest
openratetoeveryoneelse!
10%
80%
10%
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VS
TEST#25:WELCOME/ONBOARDING
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TEST#26:REMINDERS,ABANDONEDCART
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TEST#27:SUBSCRIPTIONPLACEMENT
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TEST#28:OVERLAYS
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Philadelphia Bike Share Stations: • 90 sidewalk stickers at
shortlisted sites• Is this a good spot? Why or
why not?• Any better sites in the
immediate area?
Crowdsourced sitealternatives,revised
stationlist
TEST#29:TEXTINGOPTIONFORFEEDBACK
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TEST#30:TEXTTOSUBSCRIBE
