Email Marketing Tip #11: Test, Test, Test!
Take advantage of the A/B split testing feature that your ESP provides. A/B split testing allows you to test the effectiveness of an email by sending two separate versions of the same email campaign to a small test group. You can test based on different factors including: subject lines, date/time, creative designs, or landing pages.
Marketing through email is critical in enhancing your relationship with customers while encouraging customer loyalty and repeat business. You’re in the process of setting up your campaign, and now you want to make it even better. Or for whatever reason, you’re not convinced that your email is providing the best results, and you want to see if you can improve it.
Through A/B testing, you’ll be able to identify what is currently lacking in your email campaigns so you can move in the right direction. A/B testing is one of the easiest things marketers can do to boost the effectiveness of their email marketing programs.
The first step in setting up an effective A/B test is to decide what you’re going to test. While you may want to test more than one thing, it’s important to only test one thing at a time to get accurate results. That way there will be no question as to what caused an increase as that variable was completely isolated.
If it’s anything that can impact the success of your email campaign in any way, then it should be tested! The point of A/B testing is to find out which combinations of content, sender, and subject work best with a sample of your list and then use the most winning combination to send to the rest of the list.
Here are just a few ideas of what you can test:
Subject line – This is the most popular test where you are determining the impact of your subject line. The primary measure of success here is open rate because the subject line mostly determines whether the subscriber will open the email or not.
Email length – If you have ever wondered whether small paragraphs linking to the full story are more appealing than a long copy, you can determine this yourself by using the A/B split testing.
Call to actions – Call to actions are one of the most important elements in any marketing initiative. In eliciting users to click, try out different colors, styles, and size of buttons to see which get the favorable response.
Once you’ve run your email campaign, it’s time to take a look at the results.
If you’ve never completed an A/B test to your audience before, then start saving the results. After you’ve been running tests in all areas of email optimization, you’ll have enough data to follow in the future for creating the best subject lines, email creative, offers and more. However, there’s no reason to stop testing, the context of your audience will continue to grow and change.
Once you see the A/B split testing in practice, you’ll easily see that split testing is a great opportunity for you to optimize your email marketing campaign and achieve a greater email performance. Not only does it allow you to increase open rate, click rate and conversion rate, split testing also allows you to optimize your email campaigns to meet the best subscriber’s expectations and keep the subscribers on your list.
Are you unsure of your A/B split test results? Take a moment to read our previous blog: How to know if your A/B split test really worked