To paraphrase the three rules of real estate, the key to effective email campaigns is test, test, test. This week, Yesmail Interactive announced a new test optimization solution to help email marketers find the winning combination. 


The new upgrade is designed to streamline and automate the steps needed for setting up tests, analyzing the resulting data and implementing the approach. By making testing easier and faster, the company said, marketers can remove a key workload cost for email campaigns.

Multivariate Testing

Yesmail’s solution also offers multivariate testing, so that several variations of multiple variables can be tested at once. The company said this gives clients a competitive advantage against competitors who only utilize A/B testing. Up to 4 variations of the same variable are allowed against a single control, resulting in A/B/C/D/E testing.

Julie Anne Reda, Yesmail’s VP of Product Strategy, said in a statement that most other email management products either provide very simple testing and data analysis, or limited automation, which, she said, places “most of the administrative burden on the user” and limits the benefits of testing by limiting the precision and control.

Better, Automated Email Testing

The company said that it is unique among email providers because it improves its technology platform by incorporating the statistical expertise of its professional services teams, resulting in enterprise-level testing that is available to any size company. Its professional teams include ones for Creative and Agency Services, Customer Insights, Market Intelligence and Measurement, and Customer Strategy.

With this upgrade, Yesmail users can setup and run their tests from one location, instead of doing so from different sections of the platform, and tests can be configured to automatically either go ahead and select the most effective message, based on chosen criteria, or wait for user approval before implementing.

The company said that selectable parameters for testing include, in addition to the selected test group itself and the test duration, such standard metrics as open rate, click-through rate and click-to-open rate, as well as ROI metrics like purchase volume. Real-time analysis capabilities include statistical analysis that shows confidence levels of recommended improvements.