XMPie, distributed in New Zealand by Fuji Xerox, will showcase its new Omnichannel A/Bcapability of its Circle SaaS offering, at the upcoming Print 17 show in Chicago.

Omnichannel A/B targets response rates to increase campaign return on investment.

It uses split testing to compare up to five multiple variants of an email touch point for a sample audience. The solution measures the user responses for each variation to statistically predict which version of the email will likely work better towards a given conversion goal, once the campaign goes live to the wider audience. 

Alistair Egan, product marketing manager at Fuji Xerox New Zealand, says, “Omnichannel engagement is all about consistency across multi-channels. This is critical. Omnichannel A/B integrates the well-known practice of A/B Testing into multi-channel communications environments. At the same time, it automatically preserves the Omnichannel flavour of the customer experience. This makes A/B Testing of email, a realistic and effective choice.”

The company says that, unlike most email A/B testing solutions that only test and influence a single isolated touch point, XMPie’s Omnichannel A/B feature impacts the full cross media journey. The choices made for testing the effectiveness of variations on email influence the touch points that follow.

Once the winning choice is made for the A/B Testing of the email, it impacts all subsequent touch points in the communication stream – automatically. XMPie says it offers a seamless integration into individualised multi-channel communications, preserving consistency through all following touch points. It adds that the ease-of-use and automation will enable marketers to make statistically sound decisions when deploying a targeted and individualised multi-channel marketing campaign. 


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