XMPie Announces “Omnichannel A/B”, Bringing Email A/B Testing to Omnichannel Communications

XMPie, a Xerox Company, will showcase its new Omnichannel A/B capability of its leading Circle SaaS offering, at Print 17, Chicago.  With Omnichannel A/B, XMPie takes the best practice methodology of A/B Testing and applies it to integrated multichannel communications to maximize response rates and increase campaign ROI.

XMPie’s Omnichannel A/B uses ‘split testing’ to compare multiple variants (up to 5) of an email touchpoint 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.

Unlike most email A/B testing solutions that only test and influence a single isolated touchpoint, 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 touchpoints that follow, guaranteeing a consistent, synergistic omnichannel experience. 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, ensuring relevant and engaging omnichannel customer journeys. While A/B Testing is a popular concept, its seamless integration into individualized multichannel communications, preserving consistency through all following touch points, is unique and highly valuable.

The feature’s ease-of-use and automation will empower marketers to make statistically sound decisions when deploying a targeted and individualized multichannel marketing campaign.

“As marketing shifts quickly to Customer Experiences and Journeys, Omnichannel engagement — which is all about consistency across the multichannel journey — is becoming critical. With Omnichannel A/B, the well-known practice of A/B Testing is integrated into multichannel communications environments while preserving, automatically, the Omnichannel flavor of the customer experience. This makes A/B Testing of email, a realistic and effective choice for designing Omnichannel experiences.” said Jacob Aizikowitz, president of XMPie.