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Marketing

April 11, 2025

Beyond Vanity Metrics: Driving Results with Eppo’s Email A/B Testing

Greg Dale

Before Eppo, Greg was the CEO of Tech for Campaigns where he led large consumer advertising campaigns and experimentation programs

Introduction

Email marketing has long been a powerful way to connect with customers, but A/B testing with standard email service providers (ESPs) often can leave marketers frustrated. Most tools rely on superficial metrics like open rates that fail to provide insights into the business outcomes that matter most, like revenue or customer lifetime value (LTV). The result? A frustrating gap between your effort and actual results.

Enter Eppo. Our platform redefines email A/B testing by seamlessly connecting your campaigns to the business outcomes that matter most: think revenue, retention, and beyond. Far from just another tool, it offers a powerful yet approachable way to unlock data-driven insights. Here’s how Eppo is transforming email marketing for the better.

Breaking Free from Vanity Metrics

Most ESPs offer A/B testing, but many fail to evolve past metrics like open rates or click-throughs. While these metrics are useful, they don’t answer the key questions every marketer cares about the most: Are my emails driving higher-order values through cross-sells? Is that discount offer eroding my margins or actually boosting profitability? Does my campaign reduce churn or improve long-term retention?

Consider this: a high open rate is often assumed to result in sales, retention, or engagement. But does it actually? Modern businesses require tools that emphasize outcomes instead of just noise. That's where Eppo comes into play. By seamlessly connecting to your data warehouse, Eppo enables richly informed experiments and a direct line between email performance and real results.

‎Eppo’s Core Advantage

Eppo’s email testing strategy is grounded in three key principles:

Business Metric Focus: Rather than superficial metrics, Eppo keeps the focus on outcomes like cross-sell revenue, LTV, or retention improvements.
Statistical Rigor: The platform uses advanced analytics to deliver reliable results, reducing false positives and guesswork.
Accessibility: Whether you’re a data scientist or a marketer without coding skills, Eppo makes data-driven experimentation accessible and is trusted by the fastest growing companies worldwide.

These principles make Eppo ideal for marketers who want more precision and impact.

Why Marketers Love Eppo

With Eppo, you’ll spend more time focusing on what really matters, like testing which incentives lead to profitable conversions or whether personalized messages reduce churn rates. Eppo isn’t just "another tool" in the marketing tech stack. It’s game-changing.

Here's why:

Simplified Interface: No SQL skills? No problem. Eppo’s intuitive design makes running tests and interpreting results straightforward.
Clear Visual Results: Instead of raw data, Eppo delivers insights through easy-to-understand visuals.
Seamless ESP Integration: Connect tools like Braze, SendGrid, or Iterable with minimal hassle.
Standardized Protocols: Pre-built templates save time while embedding best practices.
Quick Setup: Once integrated, you’ll be ready to run experiments without relying heavily on IT support.

With Eppo, your focus stays on creating campaigns that work, not wrestling with messy tools and disconnected data.

Getting Down to the Nuts and Bolts

Eppo’s modern data-centric architecture is built for today's marketing needs. Its warehouse-native design integrates with platforms like Snowflake, BigQuery, and Redshift.

Here’s how it works:

Data Integration: Connect your ESP (e.g., Braze or SendGrid) to your data warehouse. Send, open, and click events are funneled in, along with user assignments via SQL tables. This makes critical metrics instantly available.
Unified Tracking: Eppo ensures all user, campaign, and channel data matches up using precise identifiers, avoiding tracking mismatches.
Sophisticated Metrics: Test against KPIs like sign-ups, purchases, or retention while Eppo directly pulls and processes raw warehouse data to avoid duplication.

Imagine testing hypotheses like whether limited-time discounts yield higher profitability or if nudging re-engaged customers with complementary product bundles drives better results.

Want to see if morning emails outperform those sent in the evening? Or find out if the subject lines of "exclusive offer" outperform those of "limited-time deal"? Eppo enables these tests with confidence and real business insights.

What You Can Test with Eppo

Eppo goes beyond basic A/B testing to unlock advanced experimentation, including:

Campaign Testing: Optimize one-off emails like promotions for peak performance.
Journey Optimization: Refine multi-email flows, such as onboarding or re-engagement sequences.
Custom Funnel Metrics: Link experiments to outcomes tied directly to higher sign-ups, lower churn, or increased purchases.
Flexible Attribution: Reflect the nuances of your business logic with first-touch, last-touch, or other attribution models.

Analytics That Drive Action

Data is only valuable when you can act on it effectively. Eppo’s analytics empower decisions with:

Visual Storytelling: Understand what’s working (and what isn’t) at a glance.
Custom Metrics: Tailor KPIs to match your team’s objectives.
Segmented Insights: See performance breakdowns, such as differences between Gmail users and corporate email domains.
Built-In Confidence Levels: Statistical rigor fosters decision-making backed by reliable evidence.

These features not only provide data but transform it into actionable strategies for email marketing success.

Real-World Wins

Eppo excels at addressing everyday marketing challenges head-on:

Subject Line Testing: Decide between leading with “Limited-Time Offer” or “Your Exclusive Deal Awaits.”
Send Time Optimization: Figure out the best times to send emails for optimal conversions.
Personalization: Test whether customizing content for first-time users drives better engagement or LTV.
Drip Campaigns: Refine onboarding sequences to boost activation rates.

Whether you’re optimizing individual campaigns or entire workflows, Eppo’s tools enable impactful, data-driven strategies.

Built for Collaboration

Eppo fosters team alignment at every level:

Standardized Playbooks: Experiment consistently across your team with built-in guidance.
Linked Tests: Connect experiments to broader funnels, like tracking how emails impact onboarding.
Sharable Results: Share findings through detailed, transparent reports that stakeholders can trust.

From individual contributors to marketing leaders, Eppo simplifies collaboration while promoting shared understanding and alignment.

The ROI of Eppo

Eppo drives true value through:

Integrated Testing: Combine email and customer funnel data (from ads to web) within a single tool.
Measurable Outcomes: Focus on revenue and other key drivers rather than surface-level metrics.
Team Optimization: Unlimited user access breaks down barriers, promoting team-wide engagement.
Transparent Analysis: Open testing methodologies and visible SQL guarantee trustworthy insights.

This approach helps unlock long-term growth by focusing on what truly works while replacing guesswork with results.

Ready to Transform Email Marketing?

If you're ready to leave superficial metrics behind and focus on strategies with measurable business impact, Eppo can help.

Getting started is simple:

Connect your data warehouse and ESP.
Use Eppo’s onboarding tools to get up and running quickly.
Define success metrics, like boosting revenue per email or minimizing unsubscribes.

The future of email marketing lies in data-driven decision-making. With Eppo, you’ll gain the insights and tools to redefine what’s possible. Discover how warehouse-native experimentation can transform your email strategy by exploring Eppo today.