A/B Testing in Email Marketing: How to Increase Engagement

What is?A/B?testing in Email Marketing

You send two or more versions of the same email to your subscribers. At the same time, the target audience should be as similar as possible to each version of the letter. The goal is to find out which version gives the best result and optimize your campaign.

In Email Marketing, A/B testing is divided into two main types:

1.Simple

You have minimally changed the?email?or change just the topic of your letter. For example, you would like?to check which topic is best to open.?But the content?of?your letter will remain the same.?At the end of?your?testing, a letter with a topic that brought more conversions is sent to all subscribers.

2.Complex

Here the letters are very different from each other. For example, other design patterns, calls to action, content, buttons, etc. are used, which change significantly. The goal is to check which of the letters will bring more clicks ( or other targeted actions).

A/B testing in?Email Marketing

This is one of the most useful solutions for all email marketers. It will provide you with an understanding of what email content is the most clickable and interesting for your target audience.

A/b testing solution is widely used in different spheres of marketing and IT. For example, in quality assurance testing of software. Why don't we use it in your email marketing?

Use testing for different purposes. This tool allows you to literally bring letters ideally, depending on the specifics of the target audience. Check from the split test of all possible elements: from the topic of letters to the color of the button call to action

Most automatic mail services provide test capabilities. You easily download 2 (or more) versions of the letter, indicating the number of recipients (for example, 2,000 people). The system selects subscribers and sends them messages. As a result of testing, your service automatically includes the letter that brought the best result.

What can be improved with a split test

1. The volume of letters

2. Topics and titles

3. Content types

4. Visual

5. Letter templates

6. Call for action elements

How to maximize split testing in Email marketing

1. Set priorities correctly

You already have many ideas that can be tested in your?email newsletter. However, how confident are you that the subject lines of the letters, styling, templates, and so on should be carefully checked in your case? Abuse of testing can also have a bad effect on the effectiveness of your email campaign. Therefore, it makes sense to consider priorities before starting the procedure.

What to consider:

• Difficulty testing. It takes up to 10 minutes to check which name is best for a particular letter. But if you completely change the pattern, you will have to ?kill? half the day.
• Probability of influence on the audience. Analyze your subscribers and determine what can really affect their decisions. Different chips work for different segments of the audience.

2. Preparation for a negative result

Not every split test will significantly increase the openness or conversion. I will even say that most of them will either lead to a minimal increase in performance or will not give any results to everyone. The best thing you can take from such experiments is experience.

3. Suppose to analyze, act

To avoid large numbers of “ empty ” tests, make hypotheses before starting A/B testing. Consider why the element selected for testing may be more or less effective. Then Analyze how to correct your hypothesis. Make additional adjustments. Only then do you start your testing.

Conclusion

A/B testing is a useful tool that will hepl you with your email marketing. By learning to your tests correctly, you can make your newsletter as efficient as possible, but also unique. Use all the test recommendations to literally get subscribers to wait for each of your emails and use any suggestions.