What is A/B Testing and How it works in Email Marketing?

What is A/B Testing and how it works in Email Marketing?

Table of Contents

Email marketing helps in building your brand. Many factors help in creating an effective campaign. A/B testing in email marketing ensures marketers that they’re getting everything right with their campaigns. 

This strategy tests different elements of your emails such as subject lines, which email performs better, or images to keep what works and adjust and what doesn’t. 

This creates more effective email campaigns according to your audience.

What is A/B Testing in Email Marketing?

A/B testing divides traffic into two different versions. These versions are then compared to check the conversion rates. One version involves changes while the other is original.

Understanding the numbers is important for every successful business endeavor. Knowing your numbers leads to financial freedom in your business. 

If one email performs better than another then you will get to know what all changes are required. Two things that change in an email A/B test are the email content and subject lines. 

So, whenever you send an A/B test campaign, check the open rate and click-through rate. This will help you to know how people respond to different versions of your offers. 

A/B Testing Subject lines 

Use data- Data is used to make informed decisions about what works and what doesn’t. It helps in the decision-making process when testing different email subject lines. 

Concise- Be concise with your words so that readers don’t lose interest in a long sentence.

Test subject lines- Use two or more headlines and test them against each other to check which will work best. 

Personalization- Personalize with words related to customers’ interests or needs.

Spammy language- Never use phrases like “click here” that encourage someone to take an action. This shows spam-like behavior instead of a helpful suggestion.

Spam Check

To grab your reader’s attention, never send emails first without using a subject line spam-checker. Use a free subject line tester to boost your email open rates.

This also shows your subscribers that you care about their email experience. You can check Check Spamby Postmark or Email Subject Line Grader by Net Atlantic

Subject Line Length

If the subject line is too long, readers will never see what your email is all about. So, firstly optimize your subject line so that most people can receive emails on their iPhones or Gmail. 

The iPhone subject line is 36-41 characters while the Gmail limit is up to 70 characters. Always preview text to check on what the reader will be clicking on. 

With the right subject line, people will be interested in reading what you’re saying. 

A/B Testing Email Lists

Maintaining an engaged email list is important as it retains the potential customers as the amount of emails increases. 

A/B Testing tests various versions of your email. This will allow you to check the highest open rate, click-through rate, or unsubscribe rate. This shows what type of content works best and who are your most engaged readers. 

Check if your messages are likely to go straight into the spam folder or the inbox as expected.

A/B Testing Email Campaigns

Opt for multivariate testing. Multivariate testing is the process of sending different variations of an email. These emails are then analyzed to see which one performs best. 

So, you’ll be able to increase the number of emails by maintaining a high open rate. Multivariate tests are good for testing email content. So, it becomes easier for you to learn about your email subscribers’ liking through their responses. 

Things To Do Before Email A/B Testing

  • Create two versions of an email campaign- Before sending any offer, design an email marketing test plan to try out various prices. 
  • Test the different variables of an email- A/B tests show what will work best with your audience, including Subject lines, Image placement and, Offer to word.
  • Track conversion data- Use tools such as Google Analytics to track conversion data by creating goals and events. This will track user behavior after clicking on an email campaign. Also, you will know what types of messages are resonating with readers. 
  • Test out different images- A slight variation of the images will cause different results. So, better to test them as well. 

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