Tatango Launches A/B Testing for Text Message Marketing

AB Testing for Text Message Marketing

We’re excited to announce today at Tatango the launch of A/B testing for text message marketing. A/B testing allows text message marketers the ability to test different versions of a text message, on small portions of their subscriber database, to see which version performs the best. Once a clear winner has been determined, then Tatango’s software sends the higher performing text message to the remaining subscribers that weren’t included in the A/B test.


It’s worth noting that while we call it A/B testing, Tatango actually give marketers the ability to test up to four different versions of a text message, so really we should be calling it A/B/C/D testing. Even better, Tatango gives you complete control in setting what percentage of your subscriber database you want to run your text message marketing test on.

For example, if you have 3 million mobile subscribers, and you want to test three different versions of a text message on 20% of your database, you can easily do that. In that scenario, Tatango would send the first version of your text message to 200,000 of your mobile subscribers, then the second version to another 200,000, and the third version to another 200,000.

All-in-all, you’d be running this test on 600,000 of your 3 million mobile subscribers, or 20% of your database. When the highest performing of those three text messages is determined from your test, that message would be sent to the remaining 2.4 million mobile subscribers that weren’t part of the test.

What types of things should you be testing in your text messages? I’ve made a list below of the things we here at Tatango help our clients test in their text messages.

  • Message Type: You don’t always have to send an SMS message, so try testing the performance of an MMS message compared to an SMS message. It’s also going to be really exciting here soon to test an RCS message against SMS and MMS.
  • Subject Lines: With an MMS message, you get the option to test different versions of your subject line. Try including the brand name in the subject line, the offer, a teaser to the offer, etc.
  • Media Content: With an MMS message, you can include an image, video, or even a GIF in your message. Try testing different variations of one media type against each other, or test one media type against another to see which one performs better with your mobile subscribers.
  • Message Content: Every little piece of text copy in your text messages can have a big impact on the message’s overhaul performance. Try replacing longer words in your text messages with short words, replace shorter words with longer words, using abbreviations, all caps, no caps, etc.
  • Message Layout: This is a big one that is commonly overlooked in text message marketing. Trying including line breaks in your text messages, then try moving around the parts of your message to see where they best perform. I’m not saying this works, but go crazy, trying placing the offer details, such as the expiration date, etc., at the beginning of the your message, you never know what will perform for your unique mobile subscribers!
  • Offer: Try testing different offers in your text messages, and see which ones perform better for your mobile subscribers. Even something as simple as lowering the price, or adding in one extra incentive can significantly increase the performance of a text message.
  • Call-to-Action: Need your mobile subscribers to click on a hyperlink, or take some sort of action within your text message? Try using different versions of your call-to-action within the text message, and see which one gets your mobile subscribers to take action.


If you’re interested in learning more about A/B testing for text message marketing, contact Tatango sales. If you’re an existing Tatango customer, contact your account manager to learn how to activate A/B testing for your own account.

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