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User Guide
Unica Deliver is a web-based, enterprise scale marketing message solution that you can use to conduct outbound bulk messaging and transactional messaging campaigns. Deliver integrates with Unica Campaign and with secure message composition, transmission, and tracking resources that are hosted by Unica.
Methods for sending personalized email
To send personalized message to each member of your target audience, you conduct a Deliver messaging. Deliver provides several different ways to perform a messaging run .
Sending a mailing as an A/B test
You can use recipient responses to determine the most effective email design and message content by sending the mailing as an A/B test. In Deliver, you can configure and conduct an A/B test and automatically send the most effective version of an HTML email message to your audience.
Preparing and designing an A/B test
Running a meaningful A/B test requires careful planning and specific comparisons between the versions of the message that you are testing. You must evaluate several characteristics that affect the test outcome and usefulness.

User Guide
Unica Deliver is a web-based, enterprise scale marketing message solution that you can use to conduct outbound bulk messaging and transactional messaging campaigns. Deliver integrates with Unica Campaign and with secure message composition, transmission, and tracking resources that are hosted by Unica.
- Unica Deliver overview
  Unica Deliver is a web-based, enterprise scale marketing message solution that you can use to conduct outbound bulk messaging and transactional messaging campaigns. Deliver integrates with Unica Campaign and with secure message composition, transmission, and tracking resources that are hosted by Unica.
- Selecting email recipients
  If you install and enable Unica Deliver within Campaign, then you can create a list that defines the recipients for a personalized messaging campaign. The list contains the recipient information that is used to address and personalize each message. You create a recipient list by configuring a Deliver process in a Campaign flowchart.
- Personalized messaging
  Unica Deliver provides message composition and personalization features that you can use to design graphically rich messages that deliver a marketing message with content that can automatically change to fit the characteristics of the message recipient.
- About configuring a mailing
  Creating and configuring a Deliver message creates the framework for organizing and running a marketing campaign.
- About testing Deliver mailings
  Testing a messaging allows you to identify and resolve any problems that might exist with your messaging list, verify how the message will appear to each recipient, and address issues that might interfere with efficient transmission and delivery of your communication. For best results, test each Deliver messaging before you use it to send a production messaging.
- Methods for sending personalized email
  To send personalized message to each member of your target audience, you conduct a Deliver messaging. Deliver provides several different ways to perform a messaging run .
  - Adherence to Contact Central preferences
    When you enable Contact Central from Affinium|ContactCentral|navigation and select Regional preference on the Campaign summary page, production and scheduled mailings sent from Deliver adhere to the Capacity and Regional Preferences defined in Contact Central.
  - Preparation for running a messaging
    To help to ensure that the messaging runs successfully, review the status of each element of the messaging configuration.
  - To send a standard mailing
    To begin sending personalized email messages immediately, you manually run a standard messaging. A standard messaging run sends a personalized email message to each individual in the recipient list. The message is based on the email communication that is referenced in the messaging configuration.
  - Options for scheduling a messaging
    To run a messaging at a specific date and time, you can schedule the messaging run. The Summary Mailing tab provides an option to configure the messaging schedule.
  - Sending a mailing as an A/B test
    You can use recipient responses to determine the most effective email design and message content by sending the mailing as an A/B test. In Deliver, you can configure and conduct an A/B test and automatically send the most effective version of an HTML email message to your audience.
    - Preparing and designing an A/B test
      Running a meaningful A/B test requires careful planning and specific comparisons between the versions of the message that you are testing. You must evaluate several characteristics that affect the test outcome and usefulness.
      - How many recipients to include in an A/B test
        A/B testing sends different email content or design variations to different portions of the recipient list for the mailing that you enable for A/B testing. Each of the selected portions of the list is called a test split. The system constructs each test split by selecting recipients at random from the recipient list.
      - Compare email layout in an A/B test
        When you configure an A/B test to compare email layout, you can compare design elements to send the version that engages your target audience most effectively.
      - Compare content designs in an A/B test
        In some cases, you might want to determine the effect of changes in content rather than changes in the layout of an email message. To compare content variations, add the same document in several tests and specify multiple content in one or more zones. Select a different content element in several test splits.
      - Compare subject lines in an A/B test
        The email subject line is the first element of your email message that your target audience sees. You can conduct an A/B test to determine the best email subject line.
      - How long to run an A/B test
        A/B test results are generated by the responses of email recipients to the several email variants that you are comparing. To generate meaningful results, give recipients sufficient time to receive and respond to the email messages before the system declares a winner and completes the mailing. By default, the system evaluates recipient response 72 hours after the test begins.
      - Criteria to use to evaluate response to the A/B test
        As part of the planning for an A/B test, you must define the criteria that the system uses to determine the winner.
    - To enable a mailing for A/B testing
      Before you can run a mailing as an A/B test, you must enable the mailing for A/B testing. When you enable a mailing for A/B testing, the system changes how you select a document to send with the mailing. The system removes the option to reference a single document to the mailing. Instead, you use the A/B test configuration to select one or more documents to send with the mailing.
    - Configuring an A/B test
      To configure an A/B test, you specify the recipient sample sizes, content variations for each test split, test sequence, and the test evaluation criteria.
    - To start an A/B test
      You can start an A/B test immediately or schedule the test to begin later. When the A/B test begins, the test splits run sequentially, in the order in which they are listed in the A/B configuration.
    - Evaluate the progress and results of an A/B test
      You can monitor the progress and observe the results of an A/B test with various interfaces and reports. Test results might change during the progress of the A/B test as the system sends email and recipients respond to them.
    - Declaring the winner of the A/B test
      The system declares a winner by evaluating the responses received up to the evaluation deadline that is specified in the A/B test configuration. The winning email is the version that best satisfies the specified evaluation criterion. For maximum views or clicks, the version with the greatest number of responses is the winner. For minimum complaints, the email with the fewest responses wins.
  - Sending transactional email messages
    A transactional message is a single message that is sent in response to a specific, predetermined transaction that is detected in your business systems. Transactional messages tend to have higher open rates than other types of marketing message. Message recipients are more likely to open a message that is related to a transaction they recognize or expect than they are to open an unsolicited message. Unica provides the Deliver Transactional messaging Service (TMS) as a hosted web service to process transactional messages.
  - Monitoring messaging runs
    When you start a messaging run, the Mailing Execution and status section of the Mailing tab expands to display additional fields to monitor the progress of the messaging as Deliver transmits the personalized message.
- Quick Builder
- The Deliver Message Editor
  Digital marketers construct email, landing pages, WhatsApp messages, and text messages in Unica Deliver in the Deliver Message Editor. Marketers without specific HTML editing experience can create valid, full-featured HTML email and landing pages with the editing and personalization tools in the Message Editor.
- Analyzing your mailing results
- Supported JDBC Data Types
  Personalization fields must map to marketing database fields that are configured for a data type that Deliver supports.
- Overview

Preparation and design for an A/B test

Running a meaningful A/B test requires careful planning and specific comparisons between the versions of the message that you are testing. You must evaluate several characteristics that affect the test outcome and usefulness.

Before you run an A/B test, consider the following issues.

The number and type of variations to test. You can compare email layouts, content designs, subject lines, or a combination of all.
The size of the recipient sample for the different versions of the email message.
How long to run the test. This decision affects how many recipients can respond in time to participate in the test.
Criteria that the system uses to evaluate recipient responses.

You can compare results for different email layouts, different content elements within the same email layout, or a combination of different layouts and different content. You can also test different email subject lines. You can test between two and five variations in a single A/B test.

Each variation that you add to the A/B test requires that you allocate a portion of the recipient list to receive and respond to it. The individual portions of the list that receive a different version of the message are often called test splits. You can vary the size of the test splits. Consider how much of the recipient list you select for the test splits. Recipients in the test splits do not receive the winning version that the system sends to the rest of the list.

You control how long to run the test by specifying a test duration or by specifying the exact evaluation date and time. Consider how much time is necessary to create an accurate view of recipient opinion about the email variants.

You can choose between several options for evaluation criteria when you configure how to evaluate recipient responses to determine the winning variation. You must select one of the options that are provided on the A/B Test Configuration page.

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