How do you test and experiment with different email formats, designs, and content?

1 Define your goals and metrics

Before you start testing and experimenting, you need to have a clear idea of what you want to achieve and how you will measure it. Depending on your email marketing strategy, you may have different goals and metrics, such as open rate, click-through rate, conversion rate, revenue, or customer satisfaction. You should also define your target audience, segment your email list, and establish a baseline for comparison.

2 Choose one variable at a time

The best way to test and experiment with different email formats, designs, and content is to use a method called A/B testing. A/B testing is a simple but effective technique that involves creating two versions of the same email, changing only one variable, and sending them to a random sample of your email list. Then, you compare the performance of the two versions and see which one performs better. The key is to choose only one variable at a time, such as the subject line, the layout, the images, the copy, or the call to action. This way, you can isolate the effect of each variable and avoid confounding factors.

3 Use a reliable tool and follow best practices

When conducting A/B testing, you should select a reliable tool that meets your requirements, budget, and preferences. Popular email marketing platforms and software, such as Mailchimp, HubSpot, or Constant Contact, offer A/B testing features. Additionally, there are some best practices to follow when doing A/B testing, such as testing one variable at a time and using a large sample size with random assignment and a control group to avoid bias and interference. You should also run the test for an adequate length of time and repeat it if needed.

4 Analyze the results and apply the insights

After you run your A/B test, you need to analyze the results and see which version of your email performed better according to your goals and metrics. You should use statistical methods and tools to verify the significance and validity of your results. You should also look for patterns, trends, and anomalies that can help you understand your audience's behavior and preferences. Finally, you should apply the insights and learnings from your A/B test to improve your email marketing strategy and create more effective and engaging emails.

5 Experiment with different formats, designs, and content

A/B testing is not the only way to test and experiment with different email formats, designs, and content. Other methods and techniques include multivariate testing, which involves testing multiple variables simultaneously, such as subject lines, images, and copy; personalization, which tailors content to individual recipients based on their profile or preferences; and dynamic content, which changes based on real-time data or triggers. These methods can help increase relevance, engagement, loyalty, urgency, curiosity, and social validation.

6 Keep testing and experimenting

Testing and experimenting with different email formats, designs, and content is not a one-time activity. It is a continuous process that requires constant monitoring, evaluation, and improvement. You should always keep an eye on your email marketing performance, track your key metrics, and look for opportunities to optimize your campaigns. You should also keep up with the latest trends, best practices, and innovations in email marketing. By testing and experimenting regularly, you can ensure that your emails are always relevant, effective, and engaging.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?