A/B testing: very few do it. Yet it works really well.

All marketers know about A/B testing. It is a module that is requested in almost all calls for tenders from routing solutions. But in reality, it is very little used by brands. "We don't have time, we are underwater!"is often the answer I get when I ask our clients at the audits.

EXCEPT when I carried out the audit of the newspaper Le Monde! Enzo Burlan answered me "We did a lot of testing last year."And it didn't fall on deaf ears...

We discussed A/B testing with Enzo BurlanCRM Product Manager for the Le Monde Group on 29/09/22. What levers did he test? How does he organize himself? Do the results of the tests really bring something to an emailing strategy?

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The participants

Enzo Burlan : He is a CRM Product Manager for Le Monde Group. Previously he was CRM Campaign Manager. He defines the emailing strategy and implements the campaigns in the CRM tool.

Marion Duchatelet : She advises our clients in their emailing strategy and in the choice of their tools, organizes template design workshops for LePatron email builder. She writes articles, hosts live shows, does training with Badsender but not only that, she jumps on all good ideas to make sure they become reality. She never gives up, never! She wants to understand everything, EVERYTHING!

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