You already know that utilizing the A/B testing procedure is critical in learning what increases deliverability, increases click-through rates, and decreases unsubscribes; but how exactly do you complete an A/B test?
The key to completing an accurate A/B test is to change one element of your email at a time. You may have multiple ideas of what to change but you need to make changes one at a time to learn how each change impacts your results.
Planning is key! You need time to properly complete an A/B test. Send 10% of your list the original version of the email and the other 10% your revised email. Once you determine which version performs best, send the remaining 80% of the list the winning email. Some marketing automation systems automate the A/B testing process within their system (cool).
What elements of your email should you test?
- From Name and From Address
- Subject Line – personalization, length, call-to-action, etc.
- Email Design – html vs text, color, font size, etc.
- Email Content – headlines, placement, call-to-action, length, number of images, etc.
- Timing – day of week and time of day