AB Testing: Chris Donald in Conversation With Kath Pay

What if we told you you’re doing your A/B tests wrong.

Because you probably are.

A/B testing is an important element of running effective email marketing campaigns. By creating different variations of your email and sending it out to a test audience, you gain insight into which email will drive more results.

That is why you need to ensure that your methodology for conducting your A/B tests is spot on. Failure to do so could give you results that may look good for a current campaign but could lead to disaster in the next ones.

And that’s why we would like to help you optimize your A/B tests and, ultimately, achieve your email marketing goals – including driving more revenue.
Watch this eye-opening interview with Kath Pay as we discuss:

Learn all this and more in this revealing interview with email marketing specialist Kath Pay.
BONUS – Download our easy to use A/B testing cheat sheet to help you efficiently run optimized A/B tests.


What You Will Learn

  • Why you shouldn’t solely depend on tools for your A/B tests
  • How to conduct a scientific A/B test
  • The huge impact a hypothesis can have on your current and future A/B tests
  • Why most marketers optimize for an anomaly and how you can avoid that
  • Why most metrics you’re using to measure your results could be wrong
  • The importance of questioning every best practice before putting it into use

This Episode’s Featured Guest

Kath Pay CEO at Holistic marketing

Kath Pay

CEO, Founder & Author Holistic Email Marketing

Kath lives and breathes email marketing, she is not only a world-renown speaker and trainer but practices her art with her consultancy, Holistic Email Marketing, where she is Founder and CEO. Many years ago she coined a phrase, Holistic Email Marketing and not only practices this approach within her consultancy but also teaches it to her students and clients. Some of the brands she has either trained or helped are: Ebay, Tommy Hilfiger, Mr Porter, Not on the High Street, Barclays, Southbank Centre, TFL, National Theatre and many more.

Our Hosts

Chief Executive Officer

Winner of the ANA Email Experience Council’s 2021 Stefan Pollard Email Marketer of the Year Award, Scott is a proven email marketing veteran with 20 years of experience as a brand-side marketer and agency executive. He’s run the email programs at Purple, 1-800 Contacts, and more.

Experienced Martech Expert

With a career spanning across ESPs, agencies, and technology providers, Garin is recognized for growing email impact and revenue, launching new programs and products, and developing the strategies and thought leadership to support them.

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