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A/B Testing Emails – What It Is and How To Do It

A/B Testing Emails – What It Is and How To Do It

in Marketing 101

The goal of A/B testing is for marketers to improve relationships with customers and learn which messages best resonate with their audience.

By testing one message against another, marketers can refine their messages and weed out those that underperform.

Businesses can gain tremendous insight into audience behavior through A/B testing. The more frequently you test, the more you can learn about your audience, and the more effective your marketing will be.

What Should You Test?

Almost anything can be tested, but here are some general areas to consider for your next email campaign, as condensed from a report by Marketo.

  • Email Testing Variables
    ~ Greeting – test different styles of hello, from casual to formal
    ~ Subject lines and copy – test different headings and messages styles
    ~ Media – test different photos, graphics, or videos
    ~ Timing – test to determine the best time of day and week to email your audience by tracking open rates
  • Messages—Find out which headlines, subject headings, or copy resonate best with your audience.
  • Visuals—Which image impacted conversions the most? Try testing photos in different places or sizes.
  • Call to Action—Vary your CTA button. Try moving it to a different spot or try different shapes, colors or sizes.
  • Copy—Test various headline messages and vary the tone of voice. Test paragraphs against bulleted lists.
  • Personalization—Compare specific content related to your readers’ demographics and location.

The rule of thumb with A/B testing is to be brave, try new content and watch your stats. Monitor and adjust as needed.


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