One question that is always on the minds of email marketers is: “How can I improve my metrics? Of course, we want the numbers to go up with every new message we send. After all, who doesn’t want better-than-average results and conversions? That’s why it’s important to test, and today we’re going to take a closer look at the famous and beloved A/B testing.
In this guide, I’ll give you tips on A/B testing in email campaigns. You’ll learn how to run these tests efficiently, identify which variables deserve attention, and discover strategies for improving your key metrics – such as open rates, click-through rates, conversion rates, and more.
What is A/B test?
What does it mean to A/B test emails? In simple terms, A/B testing, also known as split testing, is a method of comparing two different versions of an email to see which one performs better.
The mechanics are simple: you create two variations of a single email and send them to different, randomly selected groups within your contact list. The goal is to determine which version performs better.
The version that stands out is then forwarded to the rest of your contacts, maximizing the results of your email marketing strategy. This process not only improves the effectiveness of your current campaigns, but also provides valuable insight for future campaigns!
If you use email marketing platforms like ActiveCampaign, you’ll find that A/B testing your campaigns is a fairly simple process. These tools offer a number of features that make it easy to run these tests.
What are the benefits?
The benefits of A/B email testing are numerous and go beyond simply optimizing campaigns.Testing generates data and many other insights that you can use in future campaigns.
By applying A/B testing to your emails, you can find out
- Which email topics result in higher open rates;
- The best times and days of the week to send your emails;
- Which call to action (CTA) generates the most clicks;
- Whether your audience prefers long or short content in certain campaigns;
- And much more!
3 testing ideas you can do to increase email opens
To make things easier, we’ve listed a few A/B testing options you can try:
1. Subject line
The subject line is undoubtedly one of the first things your subscribers notice when an email arrives in their inbox. Its influence on open rates is critical, making it a crucial element to explore in A/B testing.
Try varying the subject line in the following ways:
- Subject line length: Campaign Monitor suggests that 41 characters is the ideal length for a subject line. However, it’s worth testing shorter and longer subject lines to find out what really motivates your subscribers to click to open the email.
- Personalize: Have you ever opened an email with your name in the subject line? Sometimes this tactic works wonderfully, sometimes not so well. The key is to use it sparingly and to choose carefully the type of email to which you apply personalization. A/B test personalization in your emails, taking into account elements such as urgency or when you need to fully capture the subscriber’s attention.
- Use emojis: For those who send recurring newsletters, adding emojis can be an easy and fun way to add personality to your emails and grab readers’ attention. And who doesn’t love a well-placed emoji? If you’re still in doubt, why not run an A/B test and see how your subscribers respond?
- Question versus statement: If you look at the subject lines of my newsletters, you’ll notice that I often choose to ask a question. In my A/B testing, I have found that questions generate enough curiosity to encourage the reader to open the email in search of answers, rather than opting for a direct statement.
2. Pre-header text
The pre-header is the text that appears immediately after the subject line in the Inbox view. Don’t forget this space! Ignoring this opportunity is a real waste. That’s why it’s important to A/B test the pre-header text to maximize your chances of increasing email open rates.
3. Day and time the email is sent
You’re unlikely to open a newsletter or email if it arrives on the weekend or at times when you’re usually asleep, right? That’s why it’s important to choose the ideal time to send your emails to make sure they get opened!
According to a recent study by CoSchedule, Tuesdays and Thursdays are the most recommended days to schedule your email campaigns for the highest open and click-through rates. We’ve written a full report, check it out here.
If you still have doubts about the relevance of timing your emails, A/B testing can be an excellent strategy to better understand your recipients’ behavior and optimize your open rates.
Other types of A/B testing you can do to increase clicks and conversions include
- Email content: Try a shorter and longer version of the same email to see which converts more;
- Tone: Try testing two tone formats, perhaps one more formal and the other a little lighter and more informal;
- Text only? More images? Half and half? Colored background? Test the design!
- Should you include emoticons or not? Do GIFs make sense for your audience? A/B test them!
- CTA button: try placing it higher or lower.
How do you run your A/B test effectively?
- First, define what you’re going to test. One thing at a time! If you create a colorful email, with text, full of emojis, and compare it to another black and white email, with images and a formal tone… how will you know what made the difference? So always pick one thing to test at a time. Then you can create your spreadsheet or insight report!
- Your sample size needs to be significant. There’s no point in A/B testing if you have a base of 10 contacts. Wait until you have a significant volume to test more.
- Do a random split. That’s if you want to do it by hand, because many tools, such as ActiveCampaign, offer everything automatically. With these resources at your disposal, you can easily split lists, experiment with different variables and collect valuable data that will contribute to the success of your email campaigns.
- Always Repeat! A/B testing is a continuous process. You will always have something to tweak, so test regularly.
Start A/B testing your emails today!
A/B testing is a powerful tool that allows you to quickly identify which aspects have the greatest impact and how they can increase the return on investment (ROI) of your email marketing strategies. What’s more, by continually A/B testing your email campaigns, you can build stronger relationships with your audience and significantly increase engagement.
Use the insights from these tests to understand which designs, copy, and calls to action are most effective in motivating your readers to take action. This way, you can ensure that your emails are always tuned to perform better and deliver superior results.
So why wait? Start A/B testing your emails today and get the most out of your email campaigns!
