New Feature Highlight: Split Testing Tool Will Help Your Emails Perform Even Better

Split testing (also known as A/B testing) is a great way to test new hypotheses about what works and what doesn’t work in your emails. Let’s imagine a situation (totally fictional, of course, never ever happened to me) where your boss/partner/colleague thinks it would be fun to put a cute picture of a puppy as the main image of an email. The objective being to grab the reader’s attention and draw them through the email and down to the call to action. You, being the savvy marketer you are, have your doubts. But instead of getting into an argument with your boss/partner/colleague or worse, leaving it to chance, only to have that nagging doubt that your first instinct was right, you say “I know! Let’s split test it.”

How the Split Testing Tool Works

The new Split Testing tool in LeadMachine takes a subset of your audience and splits them into two groups. One group would get the non-puppy version and the other group would get the puppy version. Whichever version performs better would automatically get sent out to the rest of the group.

So you don’t have to worry about making the wrong decision and regretting it only after you’ve sent it to your entire customer base. Instead just let the data make the decisions.


Getting Started with the Split Testing Tool

  1. Choose What to Test

Split testing options are almost infinite. This is the perfect time to try out different copy, test new images, rephrase calls to action, or try testing a whole new version of an email. Even changing a single word can affect the response that your email receives!

It’s good to go into the split test with only one question in mind, like “Do pictures of puppies capture attention better than pictures of our product?” or “Does a green call to action get more clicks than a red one?” These questions will help you create test versions that try to answer something specific and maximize the efficiency of your test, rather than just testing things at random. Split testing will help take out the “gut feeling” from these decisions and provide you with real results that you can take action on.

When you do your first split test, try starting with one email template and call it Split A. Create a copy of that template and make one small change and call it Split B. If you’re looking for something easy to test, we suggest subject lines, which are really the most important element of your email as it’s the first thing the customer sees. If you’re looking for more things to split test, check out this list of 150 split test ideas.

In this example, we are testing two new email templates against each other.  On your ‘Send Email’ tab, choose the SPLIT TEST button. Then choose the two templates that you want to pit against each other.split-test-step1

  1. Choose the Winning Metric

In the Split Testing tool, you can set how you want to choose your winner, whether it’s by clicks, opens or click per open ratio. Here’s a quick breakdown of each metric:

Open: If you were testing a subject line or sender’s name, you would probably choose open rate as the success indicator.

Clicks: If you were testing out the new color of a call to action button, you’d want to know which color got more clicks, so that would be your success indicator.

Clicks per Open Ratio: This metric is useful to determine how well the messaging in your email is driving people who have opened to go one step further and click.  Let’s say you wanted to test out a different way of communicating with your customers, for example, adding urgency to an offer with a live countdown timer. You’d want to see if the email with the timer drove more people to click than the email without the timer. The clicks per ratio open would be the metric you’d want to use.


  1. Set the Schedule of the Test


How long you want to let the results to roll in before choosing a winner is essential to correctly interpreting the results of the split test. Declare a winner too soon and you may see the results change after the test is over.

Looking at the past behavior of your audience and when they’ve opened emails in relation to when they were sent, you’ll usually notice that there’s a sharp spike around the time the email is sent and then it titters off. Try ending your test sometime after this titter off period.

Another idea would be to declare the winner after a 24 hour period. This gives you enough time to interpret results and allows you to send the winning email at the same time you sent the test email, so you’ll not inadvertently be adding time of day as a testing element.

  1. Choose Your Test Audiencesplit-test-step4

You’ll want to choose a sizable group that’s going to give you statistically significant results. With the Split Testing tool, you can choose the percentage size of the group that you want to test. The percentage you choose will be dependent on the size of your list (now is the time to use your college stats course learnings.) I always find it handy to use a tool that helps with finding the right size, like this calculator.

  1. Start the Test

Once you’ve got these elements selected in the Split Testing tool, you’re ready to schedule your email to send. You go, girl!

  1. Check out your Email Stats

Now to the most important part – seeing the results! LeadMachine makes it easy to interpret the results of the split test with the Split Testing Report.


Keep track of what worked well and what could be improved. These insights can be useful when creating future campaigns.

What kind of tests do you think you’ll try out? Let us know in the comments!


Change the way you display custom fields

We’ve just updated the way custom fields work so that you now have a more flexible way of managing your contacts.

Originally, custom fields were just in the Fields tab.


However, the are some custom fields groups which you may wish to see as soon as you open the Contact.  Below, we’ve put the Quiz Info group at the top of the page.


You can set this up, in just a few clicks.

Simply go to Admin.


Then on the left menu, click Custom Contact Fields.

Then click the box of the custom field group, in this case Quiz Info box, then edit group.


Then tick the checkbox Show this group at the top of the Details page.



LeadMachine integrates with TextMagic

TextMagic is a beautiful tool for sending out SMS messages. One of the great features of Textmagic is that you can see threaded conversations.

LeadMachine now integrates with Textmagic, and it’s super simple to set up.

This means that you can set up Flows to do things like send an SMS the day before a seminar to confirm the location.


All you need to do is create an action called a webhook

Then follow the basic structure below:[your email]&password=[your password]&cmd=send&text=Here+Is+Test+Message&phone={{contact.primary_telephone_number.number}}&unicode=1

In this example

  • [Your email] is your email address you use to login to TextMagic
  • [Your password] is your password you use to login to TextMagic
  • Here+Is+Test+Message is simply the message with a + representing spaces
  • {{contact.primary_telephone_number.number}} is the field where you store your mobile number. (Of course you can use another phone field if you wish).

You can even insert the Contact’s firstname and any other custom fields.

For additional information, see TextMagic’s information page.




What happens after you make a phone call? Here’s how you can automate the process…

One of the biggest errors that businesses make is that they mistake an objection a prospect raises as a sign of disinterest. If a prospect raises an objection during a call, and the caller can’t solve the problem on the spot, many businesses will dismiss the lead as ‘dead’, and move on.

In actual fact, if a prospect goes to the trouble to tell you why there is an issue, this shows an overall interest in reaching a positive outcome. It may not be possible to solve this issue on the call. However, by educating the prospect, everything can change. This is why one of the most useful things a business can do is to identify the 3 most common objections that arise in sales calls.

Let’s assume that in a seminar business, the three most common objections for a business are:

  1. It costs too much
  2. I don’t have time to attend the seminar
  3. I can see the value, but I’m not sure that I will get a result

The next step is to review your business and to come up with ways to overcome these objections. The seminar business might come up with the following replies

  1. It costs too much
    • What is the value of the result that the attendee will achieve?
    • How much will that result be worth in 3 years time?
    • If you achieve this result, what other potential benefits and future results will stem from the original result?
  2. I don’t have time to attend the seminar
    • Will the seminar save you time?
    • If you don’t attend the seminar, how much time will be wasted?
    • We all have time. It’s not a question of time. It’s a question of priorities. Here’s how the seminar helps you with your priorities…
  3. I can see the value, but I’m not sure that I will get a result
    • Other participants have got value. Here’s what they said…
    • Authorities in the field have said the following…
    • Articles have been published in these credible publications…

Each of these bullet points need to then be converted into 1-3 discrete email messages so that after the call, the prospect is sent a series of high-value emails. These emails both help the prospect move towards the desired goal and simultaneously position your product as an indispensable tool to achieve this outcome.

LeadMachine helps you achieve this goal through the use of Task Outcomes.

You start by creating a Queue. Think of a Queue as a type of a task. For example, you might have a Queue for confirmation calls and a separate Queue for people who attend a free seminar but do not purchase.


Each Queue has its own set of task outcomes. Task outcomes would include ‘Sale’, ‘Not interested’ and your top 3 objections.


Then you can use a Task Outcome to trigger a Flow.


In this case, the Flow would be a series of email messages.


Here’s how you can get a response from the email messages:

  • At the end of each email, ask a question that encourages the prospect to reply to the email
  • If a prospect clicks on the link of an email, you may wish to ….
    • trigger a task to call the prospect to get feedback
    • increment the prospect’s Contact Rating and if at the end of the email series the Contact Rating is a certain score, you then trigger a task to call the prospect
  • At the end of the series of emails, irrespective of clicks, you call the prospect

The way you structure it will depend on your business.

The great thing that happens now is that when the caller completes a call, the Task Outcome will trigger the Flow that you have nominated.


The caller then presses ‘Take next Task’ and moves on to the next call.


It’s efficient, everyone gets followed up, and your business ends up with more sales.


You made the sale. Here’s how to make the post-sales process happen without lifting a finger…

Why a post-sales process is necessary in your business

After every sale is made, a post-sale process is necessary to ensure that your new customer feels valued, gets the most out of your product and refers other people to your company.

Some of the specific things that may useful in your business include:

  • EMAIL: Send the new customer a welcome email immediately
  • TASK: Schedule a phone call to begin the delivery process
  • NOTIFICATION EMAIL: Notify relevant people
  • TASK: Send a hand-written thank you note
  • EMAIL SERIES: A series of emails that will add value to the customer experience so that your new customer gets even more value out of your product or service.
  • TASK: Determine a reasonable time period when you will check in with your new customer to ensure that you’ve got a result
  • TASK: After you have achieved a series of great results for your new customer, you may wish to ask them for referrals

The problem with post-sales processes

So, for every customer there’s often 4 or 5 actions that need to be taken.

Are you going to do this manually for every customer?

And how are you going to keep track that it gets done? Ideally a team member would do it, but how are you going to make sure that they actually get the work done.

How to automate your post sales process

Setting up a post sales process in LeadMachine is easy.

Typically you will want to create a trigger which is ‘Deal is won’ to trigger a Post-Sales Process Flow.

The flow would then include all the actions you have in your post-sales process. So, just by marking a deal as ‘won’, all of your actions will be executed by the Flow.

Here is how the flow would look…


When you create a task, give it a due date. This means that you can go to your Task Dashboard and immediately see if anything is overdue. The person assigned to the task will get an email notification when the task is created and it will also appear in their personal dashboard. You can also create another flow to set up email notifications to be sent to you if a task is overdue.

A step-by-step process for getting people to book and show up to your events

You’ve got an event coming up. People are interested in what you do, but how do you actually get them to book into this upcoming event?

This post will focus on the structure of the campaign, and in other posts we will look at email copy that compels prospects to take action.

LeadMachine has a feature called Flows. Think of a flow as a series of actions, delays and decisions that automate a business process. To achieve our objective we have two flows:

1) The Invitation Flow – this sends a series of emails to your prospects and after every email checks to see if your prospect has booked for the event. If the prospect has booked, the prospect is removed from the flow, and then enters the Confirmation Flow.

2) The Confirmation Flow – this is a series of reminder emails sent to your prospect to ensure that your prospect attends the event that has already been booked.

Let’s go through each one of these flows in turn.

The Invitation Flow


The first email is an invitation to your event. We then wait 7 days to see if the prospect clicks the link to register for the event. The decision looks like this:


The decision is checking to see if the contact has the tag ‘2015-july-rsvp-yes’ which is a tag put onto the contact by the Confirmation Flow. The Confirmation Flow is triggered by clicking a link in an email in the Invitation Flow. This will be explained in detail when we discuss the Confirmation Flow.

So, if after 7 days the prospect has clicked the link, the prospect received the tag ‘2015-july-rsvp-yes’ (via the Confirmation Flow) and so the prospect satisfied the condition in the decision and therefore goes down the True path. As a result, the prospect will not receive any further emails in the Invitation Flow.

However if the prospect does NOT click the link within 7 days, the prospect will not receive the tag ‘2015-july-rsvp-yes’ so the prospect does not satisfy the condition in the decision. Therefore, the prospect goes down the False path.


On the False path, the prospect receives Reminder1 email, which should give another angle on why to attend the event. It may just re-state what the first Invitation email sent based on the fact that many people will miss an email.

We then wait 5 days and have the same decision as just discussed. If the prospect has clicked the link, the prospect is done. But if not, the prospect then gets Reminder2 email.


The same thing happens again, but this time a task is created to call the prospect. The task looks like this


Note 3 useful things here:

  • The task is attached to the contact. This means that the task will contain the contact’s information.
  • The work queue selected is Event Bookings. Work Queues are an efficient way to process through tasks. Once you complete a task, you press the ‘Next Task’ button and go straight to the next task. This is much faster than working from a list where you go to one task, complete it, go back to the list, go to the next task to complete it and so on.
  • The due date is 3 days from when the action runs. This means that a Manager can go to the Tasks section and immediately see all tasks that are overdue.

The Confirmation Flow

When the prospect clicks a link in any email in the Invitation Sequence, this is a trigger to activate the Confirmation Flow. Here is how the trigger looks on the Confirmation Flow:


The Confirmation Flow looks like this:


The confirmation flow adds the tag ‘2015-july-rsvp-yes’ so that everyone who clicks the link in an invitation email does not receive an additional invitation.

Then the prospect receives a confirmation email immediately, and a final confirmation email 2 days prior to the event.

With LeadMachine, it takes just minutes to build these flows, and once built you can visually see exactly how they unfold.