More than a year ago, San Antonio member station KLRN began experimenting with A/B testing in its monthly renewal emails. “We adopted an attitude of capitalizing, any chance we could, on the opportunity to test campaigns,” says webmaster Patrick Driscoll. “We’ve done a series of these, once a month.”
He says the station’s membership department has always operated based on assumptions from past experience with members. The testing gives the team real data to either confirm or rethink those assumptions. “It’s kind of like walking into a dark room and feeling your way around,” Driscoll says. “We’ll start accumulating knowledge about our audience.”
CLICK HERE to read how Driscoll designs the testing!