Hey there, email marketers! 🤗 Are you looking to improve the engagement of your email campaigns? Is your click-through rate not quite where you want it to be? Say no more! A/B testing can help you determine what elements of your email campaigns can be optimised for better performance. A/B testing is simply comparing two versions of an email and determining which one performed better. Here, we will give you an overview of what A/B testing is, how to effectively use it, and what elements of your email campaigns to test.

What is A/B Testing? 🤔

A/B testing is a way to compare two versions of an email to determine which one is more effective. It allows you to experiment with different subject lines, images, copy, calls to action, and more. It’s important to test these elements because small changes can have a significant impact on the performance of your email campaigns.

A/B testing illustration with two beakers on each side of a scale

Why is A/B Testing Important? 👍

A/B testing is essential for improving the effectiveness of your email campaigns. By testing different elements, you can learn what resonates with your audience and what doesn’t. This allows you to make informed decisions about what changes to make to your campaigns. A/B testing also allows you to maximise the return on investment for your campaigns by improving open rates, click-through rates, and conversions.

How to Effectively A/B Test Your Email Campaigns 🔍

To effectively A/B test your email campaigns, you need to follow a few best practices:

Define A Clear Hypothesis 📖

Before you start testing, make sure you have a clear hypothesis about what you want to achieve. A hypothesis is simply a statement of what you believe is going to happen. For example, if you want to test whether a longer subject line would improve open rates, your hypothesis might be: “A longer subject line will increase the open rate of the email campaign.”

Scientist holding a clipboard with a hypothesis written on it

Test One Variable at a Time 🔍

When running A/B tests, it’s important to test one variable at a time. This allows you to determine which element of your email campaign is responsible for the change in performance. For example, if you want to test the impact of a different call to action, don’t test a new subject line at the same time.

One hand holding two bottles, one labeled control and the other labeled variant. A sign next to the hand says "one variable at a time"

Test a Representative Sample Size 📈

To be confident in the results of your A/B test, you need to test a representative sample size. This means testing your emails on a randomly selected portion of your email list that is large enough to get statistically significant results. If you test on too small a group, you risk getting inaccurate or inconclusive results.

People standing in a circle around a graph on a screen, representing testing a representative sample

What Elements of Your Email Campaigns Should You Test? 📊

There are a variety of elements you can test in your email campaigns. Here are some common ones:

Subject Lines 📧

The subject line is the first thing people see in their inbox, so it’s crucial to get it right. Test different subject lines to see which ones resonate with your audience the most.

Person checking their inbox on a phone with different subject lines popping up

Sender Name 👤

The sender name can also impact the open rate of your emails. Test different sender names, such as a person’s name vs. your company name to see what works best.

Two screens side by side, one showing an email with a person’s name as the sender, and the other with a company name

Images 📷

Images can make or break the aesthetic of your email campaign. Test different images or different placements of images to see how it impacts engagement.

Email campaign with different image options showing how they change the look of the email

Copy 📝

The copy of your email can heavily impact engagement. Test different copy lengths, writing styles, and calls to action to see how they perform.

Email campaign with different copy options showing how they change the content and length of the email

Best Practices and Tips for A/B Testing 🌟

  • Test your email campaigns on a representative sample size
  • Test one variable at a time
  • Have a clear hypothesis before starting
  • Test both a control and a variant group to get accurate results
  • Test different elements of your email campaigns (subject lines, sender name, images, copy)
  • Analyse your results and use them to improve future email campaigns

Email marketer sitting at a desk with a graph on a large screen behind them, representing the importance of analysing results

Happy testing! 🎉

Closeup of a laptop showing a happy emoji, representing the satisfaction of seeing successful A/B testing results