How to test and optimize your promotional campaigns

Test & optimize your promotion campaigns Talon.One


Jul 18, 2022

Henry Bewicke - Content Writer

Henry Bewicke

Content Writer

Time to read icon

2 minutes to read

To make your promotional campaigns as effective as possible, you need to know how to test and optimize them. An untested and unoptimized promotional campaign will never be as successful as it could be.

Our new white paper, ‘How to Test and Optimize Your Promotions’, covers the topic in more detail.

Here’s a brief look at some of the topics the white paper covers:


To put it simply, testing is the preparation you carry out before you take your campaign live. Testing serves a couple of different purposes:

  • It helps you check that your campaigns are functioning as intended

  • It helps you work out which campaign ideas are best suited to your specific business objectives

Testing campaign functions is pretty easy. Promotions software will tell you when there’s a logic error or some other type of discrepancy in your campaign.

But testing out campaign variations is a bit trickier. You need to be able to gather data about each live campaign variation in order to work out which one will help you achieve your objectives.

The best way to do this is A/B testing. This involves testing out small campaign variations to see which works best with your audience.

Diagram showing two different A/B test variations


After your promotional campaign has gone live, it’s time to move on to optimization. Optimization usually involves altering aspects of your campaign in order to get closer to your specific campaign targets and wider objectives.

Optimization can involve altering campaigns in all sorts of ways. But, to optimize a campaign as effectively as possible, you need metrics. Metrics give you something to measure against, and they help you quantify any alterations you make to your campaign.

The one issue with metrics is the fact that there are so many. Unless you pick and choose the most relevant metrics for your specific circumstances, you’ll find yourself getting bogged down in the numbers.

Because of this, it’s important to choose a few key metrics that you can use to measure the success of your promotional campaigns.

One of the best top-line campaign metrics you can use, regardless of the type of promotion you’re running, is revenue lift. It gives you a simple figure for the amount of revenue your promotional campaign has driven.

For a couple of different ways to work this out your revenue lift, plus a number of other key optimization metrics, check out our white paper.

You can find out more about our platform, or promotions in general, in our Content Library.

Monthly Newsletter

Every month, I share an insights newsletter with thousands of marketers.

bullet point check

Promotion tips

bullet point check

Industry insights

bullet point check

Case Studies

Newsletter author

David Hartery

Content Lead at Talon.One

Talon.One Logo
The World's Most Powerful Promotion Engine

Wiener Strasse 10
10999 Berlin


41 Church Street
B3 2RT Birmingham
United Kingdom


One Boston Place, Suite 2600
02108 Boston, MA
United States


1 Scotts Road, #21-10 Shaw Centre
228208 Singapore

Capterra LogoMach Alliance LogoMach Alliance Logo
© 2022 Talon.One GmbH. All rights reserved