A/B testing in email marketing

Table of contents
  1. Definition of A/B testing 
  2. Where is A/B testing in email marketing used?
  3. Types of email split testing 
  4. Examples of split testing in email marketing
  5. Wrapping up
Definition of A/B testing 

In today's fast-paced digital world, email marketing remains an essential channel for businesses to connect with customers and drive conversion rates. A/B testing, a powerful technique to optimize marketing campaigns, can make all the difference in refining email campaigns to achieve the best possible results. This article will define the place of A/B testing in email marketing strategy and discuss its uses and some real-world instances.

Definition of A/B testing 

A/B testing, alternatively referred to as split testing, is a technique employed to evaluate and compare a few distinct versions of a marketing campaign to determine which generates better results (a winning email).

A well-executed A/B test can offer statistically significant insights and help marketers refine their strategies, enabling them to create emails that resonate with their audience and foster meaningful connections.

The split test remains an indispensable tool for businesses seeking to stay competitive and achieve their marketing objectives.

Where is A/B testing in email marketing used?

The utilization of A/B testing is a beneficial technique for enhancing the effectiveness of email marketing campaigns. Through experimentation with various components of an email, including but not limited to the subject line, sender identification, call-to-action, and preview text, marketing professionals can identify the optimal test version of the email and enhance its effectiveness for email recipients.

A/B testing can be employed to evaluate diverse offers or promotions or determine the optimal timing for sending an email, such as the most suitable day of the week or time of day.

Types of email split testing 

If you decide to try email testing, start by changing only one variable to avoid getting confused with results on different versions. Here are four variables that you can test in your future campaigns:

  • Subject line testing. This sort of A/B testing entails sending two versions of an email to a selected test group of your target audience, each with a different subject line, like subject line length or word order. Both versions' open rates are measured, and the winning version (with the highest open rate) is delivered to the remaining subscribers on your general email list. Test subject lines regularly to understand what attract your subscribers' attention and motivate them to open your emails.
  • Sender name testing. For this form of a split test, you'll divide your email list in half and send each half a different email from two distinct senders' "identities," like a company name. Each version's open rate is tracked, and the winning option is used to distribute the message to the remaining recipients.
  • Call-to-action testing. By randomly splitting your email list in two, you may compare the performance of two distinct emails with different calls to action and text links. Both versions are delivered to samples of recipients, and their click-through rates are compared to one another to choose a winning email.
  • Content testing. In this form of A/B testing, you would select recipients to receive one of two emails with a slightly different body copy, like word order, different static images, plain text version versus multiple images text, and other critical elements. There better be two versions, and in order to determine a winning campaign, the needed rates are compared.

Email split testing is a practical email marketing tool that enables businesses to optimize their email campaigns and better understand customer behavior. Marketers can uncover the most effective strategies for engaging their audience by experimenting with the mentioned above variables. Utilizing this approach ensures statistically significant results, providing data-driven insights for the next email campaigns.

Examples of split testing in email marketing

Example 1

A business's email open rates need some improvement work. Marketers split-test two email subject lines to boost their latest campaign. Version A of the email has a question in the subject line, while Version B makes a statement, and both are sent to a particular segment of their mailing list. They compare open rates and find that the one with the question in the subject line gets more clicks. After that, the target audience gets the same email variation with the question in the subject line.

Example 2

A business wants to boost the click-through rate of its email campaigns. Marketers choose to do an A/B test on the call-to-action in their most recent email campaign. They send two versions of the email to a selected segment of their email list, one with a call-to-action button "Shop Now" and one with a call-to-action button that says "Learn More." They notice that the version with the "Shop Now" button has a greater click-through rate after measuring the click-through rates of each option. So they email the "Shop Now" version to the other subscribers.

Wrapping up

Throughout this article, we've explored the importance of A/B testing and a couple of examples of successful test ideas, including selecting variables, setting up tests, and analyzing results. By following the best email marketing practices, marketers can significantly improve their campaigns and drive better outcomes for their businesses.

So, as you venture into the world of email marketing campaigns, remember that A/B testing is your secret weapon for success. Embrace this powerful methodology and watch your campaigns flourish, delivering higher engagement, conversions, and ROI.


Liubov Zhovtonizhko_Photo
Liubov Zhovtonizhko Copywriter at Stripo
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