There are many ways how you can improve the performance of your email campaigns. Possible approaches, such as the degree of individualization or personalization of your mailings as well as the topic selection for your respective target group are playing an important role. However, today we have the ultimate tip for you to get more out of your email campaigns with minimal effort: The A/B test. Have you ever heard of this effective way to optimize your newsletters? If not, it’s about time!
What is an A/B test?
Generally, the A/B testing refers to the comparison of two versions with similar content in order to find out which of these versions is better performing on the corresponding audience. You are working with two test groups and they are provided with one of your newsletter versions. The variant that performs better is sent to the majority of your recipients so it will cause you better results. In the context of email marketing, an A/B test can be used, for example, to test subject lines, sender addresses or content such as pictures or call-to-actions.
Instead of relying on your own instincts or the preferences of your colleagues, go the easy way and test the individual elements of your campaign directly on your target audience. Your benefit: higher opening, clicking and conversion rates. By the way, you also can use the instructive results to get to know the preferences of your recipients even better.
A/B testing for beginners
The great thing about A/B testing is that you can improve the performance of your campaigns with little effort. mailworx supports you in each of your mailings and provides you the appropriate settings directly in the “send” tab of your email marketing campaign. You decide whether you would like to compare two variants of the subject line or the sender address, define the size of the test group and if the winner should be determined based on the opening or click rate. Last but not least, also the testing period plays an important role – based on the content of your newsletter, we recommend to give your recipients at least 24 hours to respond to your campaign in order to get a significant result.
With just one email, you have the opportunity to get to know your target group even better. Simply try a subject line with icons or personalization elements – there are no limits to your creativity. Instead of the anonymous address of the company name, the emails may also be sent once with the corresponding customer advisor of the recipient. Try out for your own and let yourself convince of the performance improvements.
A/B testing for experts
A/B tests in email marketing does not stop at the subject line or the sender address of a newsletter. In addition to these important elements, you can also specifically test the content or the layout of your email campaigns. Different text variations, pictures or call-to-actions are just three examples. If you decide to expand your A/B testing, there are more things you have to consider – but the results you get from these tests are more than convincing. Preparation and planning are essential in this case.
- Set a goal for your A/B test.
Without a goal, you can barely decide whether your test was successful or not and furthermore, you have no basis for deciding on further optimization measures. For example, increasing the most important email marketing KPIs (opening and click rate), raising the website traffic or generating more sales can be goals for your test.
- Decide on one item you want to test.
Starting with A/B testing you can get sometimes boisterous and you would like to try out all the elements at one time. However, the problem is fatal: testing too different email campaigns in one shot won’t help to discover which element was actually responsible for the significant performance improvement.
- Split the recipient list randomly.
For an A/B test, you have to define two different test groups from your subscriber list. Put it on the random principle – this is the only way to get a significant result considering the total amount of your subscribers. For the best possible informative value, also use the same amount of recipients for each test group.
- Evaluate the results and interpret them.
After the defined period of time, you can view the results of your respective test groups. Decide on the basis of the defined goal, whether a significant decision can be made about the success of one variant against the other and what this means for your further newsletters.
- After testing is before testing.
There are so many different elements to test in email marketing. You have already found the best subject line and the most effective call-to-action? Move on to a new item and, for example, improve your images or the structure of your newsletter.
Want to start with your own A/B tests? With the practical mailworx feature, you can start optimizing your campaigns today – all details you will get in our newsletter tutorial. We wish you much success in email marketing!