No, but there are a few ways to test the effectiveness of your emails.
Amazon doesn’t allow third-party tools to track which review or feedback was generated by a particular email. Third-party tools are also not permitted track open and click rates. This means that a true A/B test—testing two versions of your template or campaign alongside each other by sending to random groups of orders—is not possible.
However, you can test two versions of your email at the same time on different groups of products or on the same products at different times. Below are several ways to do this. Most options are available only on the Pro plan level and above.
Template or Campaign?
Templates control the message content, including the subject line. Campaigns control when the email will be sent and who will receive it.
To test two versions of your email content or two subject lines, you will first need to create two templates, then create two campaigns to go with them. To test sending at different times or on different days, use the same template on two different campaigns.
Testing Over Time
Testing over time is simple:
- Set up your template and campaign.
- Make sure you are tracking product reviews and seller feedback so that you can see results.
- After at least 30 days and/or when a few hundred emails have gone out from the campaign, take note of the date and change the element you want to test (e.g. subject line or timing).
- Wait another 30 days or until about the same number of emails have gone out from the campaign.
- Check the Dashboard graphs. Looking back over the last 90 days, you should now be able to see if the feedback and reviews improved, worsened, or stayed the same after the change vs. before.
Note: Try not to run this test near an event or season that will significantly impact order volume and buyer behavior.
Testing with Different Items
Testing with different groups of products is more complex but gives you results faster. First, separate all your products into two groups. For best results, make sure that you include high-priced and low-priced items as well as items from every category you sell in each group. Once you have your items separated:
- Go to Emails > Campaigns
- Click on the title of an existing custom (not default) campaign or click “Create new campaign”
- Select “Send for orders that contain/do not contain SKUs/ASINs in this list” from the “Add another rule” drop-down menu
- Choose either “Contain ASINs in this list” or “Contain SKUs in this list.” (Note: ASINs are better if you mainly want to track product review results; SKUs are better for tracking feedback results.) Take one of your two groups of products and add the ASINs or SKUs of those products either by:
- Copying and pasting a list of the SKUs or ASINs
- Clicking “Add SKUs / ASINs from Product Catalog” to select items from your catalog
- Add or change the other details of your campaign and select a template using the drop-down menu in the top right corner.
- Save changes.
- Repeat all steps to create the other half of your test setup, but on step 4, choose “Do not contain SKUs” or “Do not contain ASINs” and add the same list of SKUs or ASINs you added to the previous campaign.
- Don’t forget to change the element you’re testing! For example, make sure to select the other template you created, or change the timing of the campaign to be different from the first one.
- Activate both campaigns and make sure you are tracking product reviews and seller feedback so that you can see results.
- After at least 30 days and/or a few hundred emails have gone out from each campaign, check results:
- Go to the Product Reviews page to see which ASINs got the most reviews during that time. If reviews for several ASINs on Campaign 1 improved more than reviews on similar ASINs on Campaign 2, this may mean that Campaign 1 performed better.
- Go to the Seller Feedback page and download a CSV of all feedback in that time so that you can filter by SKU (or filter by SKU directly on the page) and see whether orders containing SKUs from one campaign were more likely to get feedback than orders from the other campaign.
If one campaign performed better than the other, it’s time to combine the campaigns back together:
- Deactivate the campaign that performed worse
- Click the title of the better campaign
- Remove the products rule by clicking the red X beside it
- Add the rule “Email sent from specific campaign?” if it isn’t already there. Choose “Send if an email has not been sent from…” and add the name of the other campaign.
- Save changes.