You meticulously craft every email campaign. The copy is tight, the design sleek and clean. You hit send and...crickets.
Why isn’t your audience responding?
The mistake lies in assuming your messaging will resonate with subscribers out the gate. The truth is you must test and refine.
This is where A/B testing comes in - an experiment where two versions of an email are sent to similar segments to see which performs better. Using the insights from these tests, you tweak the campaigns to get higher open rates, click-throughs and conversions.
But what are the elements you should test?
While you can A/B test any email aspect, these areas make the biggest impact:
As you can see, there is a lot of experiment you can run using different elements. The key is changing one variable at a time and sending at least 3-5 variations of each version. Then monitor open rate, click-through rate, and conversion rate to determine statistical significance.
Benefits of Very Thorough Testing
The time investment pays off. Here are some of the perks:
Higher delivery and open rates mean more eyeballs on your message
Increased click-throughs signal engagement
More conversions optimize revenue
Analise the results of your experiments to understand what works for your audience. Applying what you learn ensures your emails continually improve.
Ready to start experimenting? Share your most surprising A/B testing results below!
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