Running an email campaign has a lot of moving parts, so having the right strategies in place is critical to ensure your success with conversions. That’s where A/B Testing or Split Testing comes into play.
You can and should A/B Test everything from call-to-action buttons, landing pages, colours, even content such as video vs text vs images.
A/B Testing helps you rapidly improve your campaigns with near instant analytics about your sent emails.
A/B Test the Subject Line to Improve Open Rates
The first step is to get the email opened. A/B Testing is when you create two versions of an email to see which one performs better in terms of Open Rate.
Say you have a new product offer or a service incentive, and you’re not sure what subject line will pique the interest of your audience. No problem, try a couple of different ones. You can send half the customers Subject Line A, and the other half Subject Line B.
Check your analytics to see which subject line got the highest open rate (number of emails opened compared to total emails delivered), and whichever version is higher will be recognised by your marketing automation platform and sent accordingly.
A/B Test All Key Components of an Email Campaign
A/B Testing can be used to test subject lines, email frequency, and content. You could try sending on Monday and Wednesday, or weekly and monthly to understand what your customer likes best.
You should also A/B Test the landing pages on the other end of email links. Here you will understand what is more effective: long form vs short form, the optimal layout configuration, straight text vs video and images. The Landing Page is best focussed on a conversion goal that moves customers through your sales funnel.
Finally, don’t forget that your emails will appear on devices ranging from desktops, laptops, tablets, and mobiles. Most email platforms will account for this but Landing Pages can be vulnerable to displaying differently and will sometimes need to be tested before hitting Send.
Measure A/B Test Results to Make Campaign Improvements
Good email platforms offer analytics tools that will help you measure the effectiveness of your online marketing efforts. Keep an eye on the Open Rates to understand how your subject lines are resonating (or not). Your Click Through Rate will also inform you about the content that your audience finds most relevant in your email.
Using A/B Testing in combination with your analytics can help you make improvements that increase the effectiveness and value of your email marketing campaigns.
Managing an email campaign is multi-layered, but use these strategies to ensure your success:
- Use A/B testing to improve engagement
- Create relevant campaign landing pages
- Measure the performance of your email campaigns.
About Traction Digital
Traction Digital are experts in acquisition and engagement, streamlining the execution of cross-channel marketing campaigns, including lifecycle email, abandoned cart, promotions and ROI tracking.