I have always said that marketing is like being an insane scientist.
In dark, damp laboratories, we’re all working on the next lead-generating creation.
We don’t have Egor at our side.
Your office may look different from mine. (Kidding)
We often begin with a hypothesis when creating an effective email marketing campaign.
Consider a strategy that will work.
You know that a hypothesis is just that: a mere hypothesis.
This is a test.
You should always include A/B testing in your strategy when building an effective email marketing campaign.
You can test anything and everything.
This post will cover some of the benefits that A/B tests can bring to your email marketing process.
Let’s start with the following:
Why should I begin A/B Testing?
Remember when I said that marketers are mad scientists?
We are always looking for the best combination.
Why would you use the same method without knowing it is optimized to its maximum?
It’s the equivalent of driving to work the same route every morning and never experimenting with other ways to see if they are shorter.
When revenue and leads are at stake, marketers shouldn’t be stubborn.
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You should begin A/B testing for this very reason.
Your company’s bottom line can be impacted by A/B testing.
You can make better decisions if you have the data and the proof of what works.
You can boost lead generation up to three times by determining which variation of an object you use in your email.
Can you hear your sales team already cheering?
Choosing your best visual elements
The design of your emails is crucial to success.
The layout, color scheme, and placement of images can all influence how subscribers respond to your marketing messages.
The design of your contact’s website is one of the first things they will see.
You need to capture them with an attractive design that converts.
According to Litmus, readers decide whether to open their email in 3-4 seconds.
This is a small window of time to get their attention.
A/B tests can help you find the perfect mix of these elements to grab subscribers’ attention.
Choose two groups of sample recipients to receive different versions.
How to do it:
Change the color scheme of your call to action sent to a group.
One color of the button may be more effective after you collect data on customer interactions with the emails.
You can then use A/B testing to determine details like the best placement of photos or which color is best for text links.
This is only the beginning.
Create subject lines
How many characters do I need to use in the subject line of my email?
What words are more likely to be opened?
These are only a few questions that A/B testing will help you answer.
The subject line is crucial to the success of any email.
Consider the mobile user’s response when testing subject lines.
A subject line that displays perfectly on desktop monitors may be too long for most mobile phones.
Ensure all subject lines on mobile are as short as possible to avoid this variable.
There is also a growing use of Emojis in the subject line.
What does this mean for your audience in terms of increased open rates?
Try it out!
How to find the right frequency
You can use A/B tests to determine when and how often you should send emails.
Your test group opens emails more often on Wednesdays than Tuesdays, or late-day emails are better received than early-morning emails.
Keep the focus on a single delivery element and only change it once per test.
Schedule emails to be sent at the same time each day.
It takes time to conduct A/B tests, but they can help you find the best look, language, and frequency of your email campaigns, which are essential for connecting with audiences.
Should I run multiple A/B tests?
There are two distinct ways of analyzing A/B testing.
Let me explain:
You have three options if you want to test the subject line.
You can still do an A/B test, but you will split your audience into three groups instead of two.
This is a much more efficient way to find a winner than running three tests (A vs.B, B vs.C, and A against C).
What if you need to test multiple things at once?
This is referred to as a Multivariate Test.
Add your call-to-action button color to this mix.
The email is more complex, with several factors affecting its success.
Make sure your email marketing software can run multivariate testing.
If you are a beginner, keep it simple and run a single A/B test, to begin with.