I: The surviving spouse has complete control over the survivor's trust, which contains his or her property interests, but has limited control over the assets in the deceased spouse's trust. The trust gets its name from the fact that it splits into two upon the first spouse's death - trust A or the survivor's trust, and trust B or the decedent's trust. It is formed with each spouse placing assets in the trust and naming as the final beneficiary any suitable person except the other spouse. An A-B trust is is a trust that divides into two upon the death of the first spouse. This will enable the publisher to determine if the 'call to action' really works, and whether the response rate is good enough to justify the 20% discount.Ī trust created by a married couple with the objective of minimizing estate taxes. no solicitation to subscribe or mention of a discount) in the message to the other half. I: A-B split has been been used for mailing campaigns in the past, but has also successfully adapted for use in interactive media, for testing the effectiveness of e-mail blasts and banner advertisements.įor example, an email campaign by a newsletter publisher may include a specific 'call to action' - such as subscribe within 48 hours to receive a 20% discount - embedded in the message to half the target audience, and no call to action (i.e. The objective of the A-B split is to determine which single variable is the most effective in improving response rates to a marketing campaign or achieving some other desired outcome. Using A-B split marketing, a list of target names is split into two groups on a random basis, with one group designated as a control group and the other as a test group.

A method of testing the effectiveness of marketing methods or media.

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