Let’s face it; we can’t all know everything all the time. Sometimes it’s necessary to test what works best. This is where A/B testing becomes such an essential tool for email marketing.

A/B testing allows you to test two versions of a part of your campaign to find out which version performs best. Our system gives you the capability of testing three different parts, which we will cover later.

One thing you need to establish before you start A/B testing is your goal. What do you want to find out? The answer to this question will justify which A/B test you need to do and help you understand your results.

So, what can you test?

1. Subject Line
You can test two versions of your subject line to see which version get a higher open rate. If you’re asking yourself questions like; Should you personalise your subject line? Do my subscribers enjoy humor? Or Emojis? These are answers that you can get from testing your subject line.

2. From Name
The From Name isn’t often something we think about or realise the importance of. However, knowing which From Name performs better with your database is crucial. Does your database prefer receiving emails from a known person at your company or does having your company name as the from name work better? Use this A/B test to find out.

3. Content and copy
Testing your content is an excellent way to see how your subscribers respond to different designs and copy. Keep in mind not to test too many different pieces of content and copy; otherwise, you won’t know what is working. Choose one image to change, or one paragraph, or check the difference between two calls-to-action.

How do I run an A/B Test?

1. Decide on the goal of your test
2. Choose which type of test you’d like to run
3. Decide on your two versions (be it subject lines, from names or content)
4. Choose your recipients
5. Define your test size (the portion of your database you’d like to send the test to)
6. Decide how the winner will be decided (either based on open rate, total unique clicks or total clicks on a selected link)
7. Select the length of time you’d like your test to run for.
8. Test, test and test again – make sure that you’ve checked your campaign thoroughly.
9. Send it now or schedule it for later.

Never overlook the power of A/B testing – this offers you a unique opportunity to understand your customer better and offer them a better experience when receiving your emails. Proving a relevant customer experience will lead to a positive ROI, so get testing today!