A/B Testing in Email Marketing: What To Test & How To Do It

A/B testing can be extremely useful in finding what works best for your email marketing strategy. A/B testing can be defined as a comparison metric, where you send out two varying samples of content and compare performance side-by-side. This could be measured through click rates, open rates, conversion rates, or anything you’re looking to achieve more of. Improving your content in this manner can help improve metrics on other social channels as well! The whole point is to receive more engagement from your client base.

Things You Can Test:

  1. Call to Action (CTA)

Your call to action is going to be what drives revenue. Without that call to action, your clients or customers will only view your information and nothing more. Testing what statements or CTA buttons are most effective will increase traffic to your site, and overall increase sales. For example, using “Buy Now” vs “Check This Out” could vary drastically depending on your viewer. Test this through click rates.

2. Positioning of Images/Content/Buttons

Once your email has made it into the inbox and has been opened by the reader, you want it to be as easy as possible for your reader to get to your site. Seeing a side-by-side comparison of various layouts can help you choose the most effective one for your viewers. Is the call to action button too far down and your reader cannot view it? Is your image too large to be viewed in its entirety? These are things to consider and compare to have effective email marketing. Test this through click rates as well.

3. Discounts and Rewards

Making valuable offerings in your emails can increase conversion rates, so why not test which ones work best? You could test, for example, a 15% off discount or a free gift. Sending both out to a wide audience can give you a glimpse into what your client base values more, and could help you increase revenue. Test this using conversion rates.

How To Test

  • Use a wider audience and only send test emails to new or current customers. If you use both, your results will be inconsistent.
  • To keep things consistent for accurate results, only test one element at a time. If you want to test various rewards and the positioning of your content, use TWO different A/B tests to compare. This will make sure that your results are effective to base future content.
  • Have a clear idea of what you’re looking for, and keep track of results.
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