What is A/B Testing?
The effectiveness of A/B testing lies in the fact that even though there isn’t a drastic change happening in the email by changing a single element, there can be a tremendous change in the metrics collected after the campaign is sent out. In this blog post, we will focus on improving open rates for your email marketing campaigns.
What Elements Can Be A/B Tested?
How Do You Prepare for A/B Testing?
- What component will be tested?
- What is the size of your test group?
- What will be the time period between the send time and analysis time
- the metrics to analyze the winning campaign?
After you have answered these questions and successfully put together your A/B test, you can use the following tips into practice to improve the effectiveness of your A/B testing.
- Have a hypothesis: Your hypothesis is the starting point of an A/B testing This is where you assume a particular reason behind your current email performance and based on this hypothesis, you take steps to improve it.
- Frame your test according to your goal: Set up one test for each of the elements and pitch your winning email based on increased open rates.
- Ensure consistency: Ensure that the variation between the two elements is not entirely different in your test campaigns. For instance, subject lines “Special offer! Buy today” and “We have a special offer just for you!” is a good variation.
- Segment your list: A/B testing needs to be conducted between your subscribers that are like-minded. If you don’t segment your email list before sending your A/B testing, your results are going to be affected since the engagement rate might be skewed.
- Split the list wisely: Your test segments need to be large enough to reach statistical relevance. So, before you test your email campaign, check if the list is large enough for an A/B split.
- Learn from your past: Evaluate campaigns from the past that are relevant to each other and analyze what has worked best versus what did not.
Analyze the Data
Are you planning to conduct A/B testing in your next email marketing campaign? Or are you having trouble getting started? Let us know about your experience in the comments below or contact us directly to learn more!