What is A/B testing?
A/B testing is an option offered in email marketing software in order to send your subscribers two or more versions of a campaign so you can see which one is working better.
By working better you can think of: higher click-rate, higher conversion rate.
By running A/B tests, you can make informed decisions about what works and what doesn’t, rather than relying on assumptions or guesses.
This can help you improve the effectiveness of your marketing campaigns and ultimately drive better results for your business.
Additionally, A/B testing can help you optimize your marketing efforts, potentially leading to cost savings by identifying and implementing the most effective approaches.
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What can you test?
Subject lines – try to formulate your subject line in different ways, try different symbols and which one catches the eye of the subscribers.
Email content – create two or more content versions and change the pictures, the colors, the text, the buttons, etc and see which version has more success. This way you will understand which elements are more efficient and what to you should improve in your next campaigns.
Personalization: Test the use of personalized fields (e.g. first name, gender, location, weather) to see if it improves the performance of the email.
Sending time – send emails on different days or on different periods of the day and you will see when you get the highest open rate. Use these informations for your next campaigns.
Call to action: Test different call to action buttons or links to see which one leads to more conversions.
Segmentation: Test sending targeted emails to specific segments of your audience to see if it leads to better performance.
Layout and design: Test different layouts and design elements (e.g. color, images, font) to see which ones lead to better performance.
Check the results
After you send all your campaign versions, take your time to analyze the results. See which emails got the highest open rate, click through rate and conversion rate.
By analyzing the results you can find out:
- On which day of the week you get the highest open rate
- What keywords make subscribers open a campaign
- What call to action makes users click inside your email
- If users prefer to click on a linked picture or on a linked text, etc.
