WP_Query Object ( [query] => Array ( [name] => guide-to-a-b-testing-public-affairs [post_type] => resources [resource-type] => blog ) [query_vars] => Array ( [name] => guide-to-a-b-testing-public-affairs [post_type] => resources [resource-type] => blog [error] => [m] => [p] => 0 [post_parent] => [subpost] => [subpost_id] => [attachment] => [attachment_id] => 0 [pagename] => [page_id] => 0 [second] => [minute] => [hour] => [day] => 0 [monthnum] => 0 [year] => 0 [w] => 0 [category_name] => [tag] => [cat] => [tag_id] => [author] => [author_name] => [feed] => [tb] => [paged] => 0 [meta_key] => [meta_value] => [preview] => [s] => [sentence] => [title] => [fields] => [menu_order] => [embed] => [category__in] => Array ( ) [category__not_in] => Array ( ) [category__and] => Array ( ) [post__in] => Array ( ) [post__not_in] => Array ( ) [post_name__in] => Array ( ) [tag__in] => Array ( ) [tag__not_in] => Array ( ) [tag__and] => Array ( ) [tag_slug__in] => Array ( ) [tag_slug__and] => Array ( ) [post_parent__in] => Array ( ) [post_parent__not_in] => Array ( ) [author__in] => Array ( ) [author__not_in] => Array ( ) [search_columns] => Array ( ) [ignore_sticky_posts] => [suppress_filters] => [cache_results] => 1 [update_post_term_cache] => 1 [update_menu_item_cache] => [lazy_load_term_meta] => 1 [update_post_meta_cache] => 1 [posts_per_page] => 10 [nopaging] => [comments_per_page] => 50 [no_found_rows] => [order] => DESC ) [tax_query] => [meta_query] => WP_Meta_Query Object ( [queries] => Array ( ) [relation] => [meta_table] => [meta_id_column] => [primary_table] => [primary_id_column] => [table_aliases:protected] => Array ( ) [clauses:protected] => Array ( ) [has_or_relation:protected] => ) [date_query] => [queried_object] => WP_Post Object ( [ID] => 6855 [post_author] => 43 [post_date] => 2022-05-26 20:53:04 [post_date_gmt] => 2022-05-26 20:53:04 [post_content] => If you're not A/B testing, you're missing opportunities to improve your email effectiveness. A/B testing is a strategy used by growth marketers that's used to help companies iterate and achieve their goals faster. Experts agree that A/B testing can be a critical lever for experimentation and developing a concrete path forward. Harvard professor Rembrand Koning has also observed, "We find that firms that adopt A/B testing both scale and fail faster." But testing isn't just for marketers. A/B testing is a strategy that public affairs teams can use to learn more about what drives their stakeholders to action, whether that action is getting advocates to sign up for their grassroots network, legislators to sponsor a key bill, stakeholders to attend an event, or voters to register for the next election. If you're looking for the best way to try out A/B testing for your organization, you've come to the right place. This guide walks through how you can use A/B testing in your lobbying and advocacy.

What is A/B testing? 

A/B testing, also commonly called "split testing," provides a quantifiable way to evaluate the effectiveness of different elements of your emails.  For example, let's say you have narrowed down two potential call to action (CTA) buttons for an email. Instead of simply choosing one of them and hoping for the best, A/B testing provides a scientific framework for testing which drives the best response from your audience. A grassroots call to action email, for example, might test button copy like "Take Action Now" (A) vs. "Write a Letter to Your Senator" (B). An email platform that offers A/B testing would send half of your audience option A and half option B, then tell you which drove more clicks. The A/B test provides a low-risk way to make sure you're achieving maximum impact.  In addition to testing text, you can use A/B testing to measure how changing email senders, adding images to email copy, and adjusting messaging, among other things.  The most common structure of sending an A/B test is to use a system that splits your list in half. The first half receive the test - so 25% of your list receives variation A and 25% get variation B. After a set amount of time (usually a few hours), the second 50% of the list receives the winning variation.

Why You Should A/B Test for Your Lobbying and Advocacy 

Email is a key strategy lobbying and advocacy teams use to communicate, whether it’s to schedule a meeting with a legislator or get an advocate to participate in a write-a-letter campaign. [post_title] => A/B Testing For Public Affairs Professionals [post_excerpt] => A/B testing is the process of testing the effectiveness of two potential elements in emails. A/B tests can be done on the subject line, sender, and content. [post_status] => publish [comment_status] => closed [ping_status] => closed [post_password] => [post_name] => guide-to-a-b-testing-public-affairs [to_ping] => [pinged] => [post_modified] => 2022-11-14 21:48:51 [post_modified_gmt] => 2022-11-14 21:48:51 [post_content_filtered] => [post_parent] => 0 [guid] => https://www.quorum.us/?post_type=resources&p=6855 [menu_order] => 0 [post_type] => resources [post_mime_type] => [comment_count] => 0 [filter] => raw ) [queried_object_id] => 6855 [request] => SELECT wp_posts.* FROM wp_posts WHERE 1=1 AND wp_posts.post_name = 'guide-to-a-b-testing-public-affairs' AND wp_posts.post_type = 'resources' ORDER BY wp_posts.post_date DESC [posts] => Array ( [0] => WP_Post Object ( [ID] => 6855 [post_author] => 43 [post_date] => 2022-05-26 20:53:04 [post_date_gmt] => 2022-05-26 20:53:04 [post_content] => If you're not A/B testing, you're missing opportunities to improve your email effectiveness. A/B testing is a strategy used by growth marketers that's used to help companies iterate and achieve their goals faster. Experts agree that A/B testing can be a critical lever for experimentation and developing a concrete path forward. Harvard professor Rembrand Koning has also observed, "We find that firms that adopt A/B testing both scale and fail faster." But testing isn't just for marketers. A/B testing is a strategy that public affairs teams can use to learn more about what drives their stakeholders to action, whether that action is getting advocates to sign up for their grassroots network, legislators to sponsor a key bill, stakeholders to attend an event, or voters to register for the next election. If you're looking for the best way to try out A/B testing for your organization, you've come to the right place. This guide walks through how you can use A/B testing in your lobbying and advocacy.

What is A/B testing? 

A/B testing, also commonly called "split testing," provides a quantifiable way to evaluate the effectiveness of different elements of your emails.  For example, let's say you have narrowed down two potential call to action (CTA) buttons for an email. Instead of simply choosing one of them and hoping for the best, A/B testing provides a scientific framework for testing which drives the best response from your audience. A grassroots call to action email, for example, might test button copy like "Take Action Now" (A) vs. "Write a Letter to Your Senator" (B). An email platform that offers A/B testing would send half of your audience option A and half option B, then tell you which drove more clicks. The A/B test provides a low-risk way to make sure you're achieving maximum impact.  In addition to testing text, you can use A/B testing to measure how changing email senders, adding images to email copy, and adjusting messaging, among other things.  The most common structure of sending an A/B test is to use a system that splits your list in half. The first half receive the test - so 25% of your list receives variation A and 25% get variation B. After a set amount of time (usually a few hours), the second 50% of the list receives the winning variation.

Why You Should A/B Test for Your Lobbying and Advocacy 

Email is a key strategy lobbying and advocacy teams use to communicate, whether it’s to schedule a meeting with a legislator or get an advocate to participate in a write-a-letter campaign. [post_title] => A/B Testing For Public Affairs Professionals [post_excerpt] => A/B testing is the process of testing the effectiveness of two potential elements in emails. A/B tests can be done on the subject line, sender, and content. [post_status] => publish [comment_status] => closed [ping_status] => closed [post_password] => [post_name] => guide-to-a-b-testing-public-affairs [to_ping] => [pinged] => [post_modified] => 2022-11-14 21:48:51 [post_modified_gmt] => 2022-11-14 21:48:51 [post_content_filtered] => [post_parent] => 0 [guid] => https://www.quorum.us/?post_type=resources&p=6855 [menu_order] => 0 [post_type] => resources [post_mime_type] => [comment_count] => 0 [filter] => raw ) ) [post_count] => 1 [current_post] => -1 [before_loop] => 1 [in_the_loop] => [post] => WP_Post Object ( [ID] => 6855 [post_author] => 43 [post_date] => 2022-05-26 20:53:04 [post_date_gmt] => 2022-05-26 20:53:04 [post_content] => If you're not A/B testing, you're missing opportunities to improve your email effectiveness. A/B testing is a strategy used by growth marketers that's used to help companies iterate and achieve their goals faster. Experts agree that A/B testing can be a critical lever for experimentation and developing a concrete path forward. Harvard professor Rembrand Koning has also observed, "We find that firms that adopt A/B testing both scale and fail faster." But testing isn't just for marketers. A/B testing is a strategy that public affairs teams can use to learn more about what drives their stakeholders to action, whether that action is getting advocates to sign up for their grassroots network, legislators to sponsor a key bill, stakeholders to attend an event, or voters to register for the next election. If you're looking for the best way to try out A/B testing for your organization, you've come to the right place. This guide walks through how you can use A/B testing in your lobbying and advocacy.

What is A/B testing? 

A/B testing, also commonly called "split testing," provides a quantifiable way to evaluate the effectiveness of different elements of your emails.  For example, let's say you have narrowed down two potential call to action (CTA) buttons for an email. Instead of simply choosing one of them and hoping for the best, A/B testing provides a scientific framework for testing which drives the best response from your audience. A grassroots call to action email, for example, might test button copy like "Take Action Now" (A) vs. "Write a Letter to Your Senator" (B). An email platform that offers A/B testing would send half of your audience option A and half option B, then tell you which drove more clicks. The A/B test provides a low-risk way to make sure you're achieving maximum impact.  In addition to testing text, you can use A/B testing to measure how changing email senders, adding images to email copy, and adjusting messaging, among other things.  The most common structure of sending an A/B test is to use a system that splits your list in half. The first half receive the test - so 25% of your list receives variation A and 25% get variation B. After a set amount of time (usually a few hours), the second 50% of the list receives the winning variation.

Why You Should A/B Test for Your Lobbying and Advocacy 

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