The Basics of A/B Testing within an Email Marketing Campaign
You’ve probably heard of A/B testing for landing pages, but did you know you can apply this same effective testing technique to your email marketing campaigns? At its core, A/B testing is simple. You send out one email to your customer list (Test A) then make a minor adjustment and send another email (Test B). The email that results in the most clicks and conversions is the one that you should send on a full scale.
It sounds easy — and really, it is — but here’s a bit more that you should know about A/B testing and email marketing campaigns:
Test One Specific Variable
In order to understand what works and what doesn’t, you should only test one variable between the two different emails. For example, you might use one type of call-to-action in one email, and a different call-to-action in another. The data that you collect will show you which call-to-action generates a higher conversion rate from that specific email marketing campaign. Other variables to test with A/B testing include the headline or subject line that you use, the offer that is included in the email, or whether or not you should add testimonials to the email.
Establish a Goal for Email A/B Testing
Check results from previous email marketing campaigns. For instance, if you have a 5% conversion rate from previous email marketing campaigns, you may want to establish a goal of earning a 10% conversion rate after you complete your A/B testing.
Collect Data and Evaluate the Results
Tracking the results of your A/B testing is often the most interesting and exciting part of the process. You should be noting the email open rate that you receive for each different version, as well as the click-through rate and the conversion rate. Ideally, you will want to work with the email test version that shows the most significant conversion rate — these are the actual customers that you are earning through the email. However, an increase in open rates and click-through rates is nothing to ignore. A/B testing can help you figure out the best email marketing strategy for your business.
The best time to do A/B testing is early in the development of your latest email marketing campaign. However, A/B testing can be done as often as you want, and you’ll only continue to hone your strategies and techniques. Email marketing is just one important component of your overall marketing strategy. Zero Gravity Marketing, we can help you with A/B testing, your email marketing campaigns, and your entire marketing strategy. Contact us today to find out more!