AB Testing analysis and case study by Ricardo Puyana. An E-mail marketing campaign for his personal blog. The software platform used was HubSpot.

1. Email Marketing A/B Strategy
Portfolio by: Ricardo Puyana

2. AB TESTING PORTFOLIO
From my experience both as a marketer and a customer I believe that emails must be relevant,
personalized or human, segmented, well presented, and actionable.
To reach that point I believe that marketers must practice a lot, AB testing is an excellent way to find
what truly works. Sadly, according to research 53% of marketers never use AB testing.
Research shows that email marketing has the highest ROI on the industry, it is clear for me that
companies should place more effort in improving the customer experience when opening an email.
I believe that as marketers we must become close with our customers, an email can be a powerful tool to
communicate with them. I develop this presentation to share my AB testing experience on promoting an
article on my marketing blog.
https://ricardopuyanamarketing.com/why-brand-solidarity-is-important-in-covid-19/

3. EMAIL TEXT
Brand Solidarity during COVID-19
Hello (First name),
I hope this e-mail finds you well and healthy!
I am extremely passionate about digital marketing and as so, I have started working
on a marketing blog and recently wrote multiple articles about how companies can
implement their marketing operations during these difficult times. I hope they can be
useful to generate value for your customers and improve your business
performance.
This e-mail is a one-time message, with no subscription or strings attached, to share
an article I wrote about brand solidarity during COVID-19. I think it might be
interesting for you because even when companies are losing millions of dollars, they
still are donating materials, funds, or finding a way to serve a purpose amidst this
pandemic. But why? Is it purely philanthropic or is there a strategy behind? Either
way, it’s positive for society and I believe it should be rewarded.
To discuss the topic, I reached out to five amazing marketing experts with their
opinions regarding the strategic importance of brand solidarity as a marketing
investment for the future.
Is your favorite brand holding up their values? Or for them, it's just a catchy PR
stunt? Find out!
EMAIL IMAGE
WHAT WAS THE EMAIL?

4. CRM DATABASE
Email data base was built by a volunteer google form, and by finding emails from LinkedIn contacts. It was comprised of 202 total contacts. This
allowed me to separate randomly into two list of contacts using the HubSpot marketing CRM software.

5. A|BTESTINGSUBJECTHEADLINE
Title
Intro
Appeal
Picture
CTA
Links to Social
Subject headline A
Subject headline B
For this situation I decided to test a change on the
headline, my focus was to analyze the impact on the
open rate. Option A was a friendlier general
message with a world emoji. Option B adopted a
more professionally focus headline to the topic.

6. 1
2
3
4
WHAT WAS VARIED AND WHY
WHAT WAS MY CALL TO ACTION?
My CTA was “Read the article here” positioned after my
appeal just over the top of the experts that participated on
the article
HOW DID I INTRODUCE MYSELF AND MY
CONTENT?
I introduced myself being honest and describing myself as
someone who is extremely passionate about digital
marketing. I shared that I have been posting content that
could be useful to do marketing during the COVID-19
Crisis. I believe this made my content relevant to our
context.
WHICH VERSION DID I THINK WOULD
PERFORM BETTER AND WHY?
Since I market myself as someone very serious, I thought
that version B would have better results, since it would
come up more consistent with my style.
I tested the headline. I wanted to understand what would
drive a higher opening rate. My initial goal was to have at
least one e-mail over 33% click to open rate and at least a
4% click rate in one email.

7. 5
6
SUMMARY OF EMAIL DISTRIBUTION
KPI RESULTS BY EMAIL VERSION (A & B)
A total of 202 emails where sent. One list had 100 emails
and the second one had 102. The distribution was
randomized using excel and loading the files to the
HubSpot system. The database also included individual
names and last name to personalize every single e-mail.
E-Mail A
E-Mail B

8. SAMPLE RECEIVED EMAIL

9. A/B TEST
OPEN
RATE
CLICK
RATE
CLICK THROUGH RATE
The results of all the test were
statistically not significant, meaning
that there is no difference between
the results. Even when email B had
better results. An increase of the
sample would be necessary to
evaluate results in the future.
7

10. WHAT WAS YOUR END GOAL? DID YOU
ACHIEVE IT? WHY OR WHY NOT
WHO IS YOUR TARGET AUDIENCE?
My target audience was mainly focused on members of
my LinkedIn profile that have marketing jobs in Miami or
New York.
I was aiming for a 33% open rate with at least a 4% click rate on
al least one of the emails. Having both emails surpass my goals
was extremely motivating. I believe that the email was well
constructed and linked to my website, by using regular text, a
clear CTA button and a logo. I believe based on results that I
made an appealing proposal for people that received my email.
On the other hand the open rate was high, I believe that having
COVID-19 as a topic was very eye catching and helped a lot.
As a second and personal goal, my idea was to position myself
as a marketer in my target audience.
8
9
Analytics ricardopuyanamarketing.com after email was sent

11. THANK YOU
My LinkedIn Profile