In email marketing, A/B testing or Split testing refers to the process of creating & sending two variation of an email campaign to two subscribers subsets & then determining which version of the email performs the best. A/B test helps us when we are trying new techniques or format of email campaigns, this improves conversion rate & also convert the leads into potential prospects.
A simple A/B test can include multiple subject line to test which subject line generates more opens, while an advanced A/B testing includes testing completely different email template against each other to see which one template generates more click through.
7 Examples of what you can test with an E-mail A/B testing
You can test a range of elements with email A/B testing. A few examples include:
- Subject lines
- Limit your A/B tests to one element for the best results.
Steps of How to A/B test your E-mail Campaign
1) Choose one element to test
The first step is to decide what will test first. For e.g. we can either start subject line or with an offer or also with the title of CTA button. An E-mail software like “Mailchimp” will help you set up an A/B test of your email campaign. All we will need to do is select the element we want to test.
Also, when we are deciding which element to test at priority, quite a few questions can come to our mind like What is the goal of this email? Or Who is our audience?
If you are looking forward to increase traffic on the website ten you may want to test the CTA button in the email first. Similarly, If you are willing to increase subscribers or audience on your website then you may test the subject line of the email first.
Once you decide which element you’ll test, you’ll want to create your A/B variations.
2) Determine how you will measure your results – & Success
It always essential to determine how you will measure the result of an A/B test. It is important to decide the metric that whether Version A is the winner or Version B is the winner.
If you’re A/B testing your subject line, you may use the open rate to determine the winner. Alternatively, if you’re A/B testing your email’s CTA, you may refer the percentage of people that clicked on the CTA.
3) Ask “Why?” after every email A/B test
When it comes to A/B testing, it’s not enough to say that “A won” or “B won” It always mandatory to know why version “A” won.
You need to look at the difference between the two versions & evaluate the impact of the difference between the two versions.
4) Decide who you will test
Its time you decide who will you A/B test.
Depending on your business, you may A/B test your entire email list of email subscribers or you may choose only to include a portion of your email subscribers in the A/B test.
Getting statistically significant results generally requires having at least1000 subscribers as a part of your A/B test.
If you have less than 1000 subscribers it clearly does not mean that you cannot A/B test. You can still A/B test & understand your audience better.
5) Preview every A/B test before sending
Today, people check their emails on different devices ranging from desktop to their personal phones. Also, audience uses variety of browsers to email their clients. This is the reason why previewing the A/B test across different devices & browsers is vital before sending it to the audience.
Once the test has concluded and the winning version has been found. A/B testing helps you gain perfection. It also helps to know exactly what content motivates & interests’ audience the most. Email A/B testing is a smart tactic to include in your email marketing strategy.
A/B testing your emails helps you learn more about your audience and incorporate those takeaways into future emails to generate not only more clicks and conversions but also create compelling email content.