A/B testing helps you make the right choice.
Every day you probably ask yourself … Do I want to a salad or a sandwich for lunch? Should I buy the blue or green shirt?
Unfortunately, there’s no statistical data to help you identify what the better choice will be (personally I would buy the blue shirt).
Luckily for your email marketing campaign, there is a way to test and see what elements work the best. Allowing you to develop an effective and successful campaign.
Drastically improve your email marketing with A/B testing.
The way it works is by splitting your email list into 3 sections.
- Email A should be sent to 1/4 of your email list.
- Email B should be sent to 1/4 of your email list.
- The other 1/2 of your email list should be sent the email that got the best results.
Elements of Your Email That Need A/B Testing
There are many different elements that you can test in your email marketing.
It is important to note that only one element should be tested at a time. Otherwise, you won’t know which element in each category is the one that worked.
Before you begin testing every single element of your email, we have a list of 10 elements that will help improve your email marketing.
Elements of your email marketing campaign you should test:
- Subject Line - Before you add any old subject line, it’s important to state that 35% of email subscribers open emails based on the subject line alone. Don’t lose the opportunity to capture leads and prospects because you weren’t able to grab their attention.
- Day to send – The day of the week in which you send your email is just as important as the time of day. More people read their emails on weekdays.
- Time of day – Do you know which time results in the most opens and the highest click through rate? Not every time of day is going to produce the same results. Before you schedule your next email, take a look at your audience and ensure that you are effectively reaching your audience.
- Email layout
- Personalization - Show your contacts that you know who they are. Personalize your emails by addressing your contacts. Don’t just say hi. Consider saying Hi [Contact Name]
- Your signature
- Call-to-action – Consider all of the elements that make up a call-to-action. The location, color, size, copy and image can all play a factor in the effectiveness of your CTA. Use an A/B test to determine which elements increase the number of clicks.
- Use of images or videos
- Offer - Does your offer align with the content and subject matter of your email? Your offer should be something that your contacts are interested. That’s why your sending them an email about XYZ in the first place.
- Body copy – Is your content direct and to the point? Don’t beat around the bush. You want to provide your contacts with direct and concise information, whether you are informing them about an upcoming webinar or introducing a new offer. It is important to know what keywords and industry terms your audience uses. For example, don’t use jargon if your audience refers to your product or service with different terms.
What Are You Measuring?
1. Open Rates
The first step to sending a successful email is getting your contacts to open it.
A/B testing is a simple way to help you measure the open rate for email A and email B. Getting your email opened is not only going to depend on the day and time it’s sent, but it is also going to rely on the subject line and whose sending the email. It’s important to send the email from a person such as firstname.lastname@example.org instead of email@example.com.
When you find out which email was opened more, you can send that email and increase your open rate.
When you improve your open rate, chances are you will improve your click-through rate as well. Once your email is opened, you can perform an A/B test on the body copy, layout, and the offer to see what makes people want to click-through your e-mail.
3. Conversion Rates
If your contacts click on your offer and ended up on your landing page, your overall goal is to get them to convert. You want them to fill out your lead capture form and download your offer, so they can become a lead.
A/B testing will allow you to determine and measure which elements of your email make contacts click on your call-to-action, bring them to download your offer.