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Many reasonable folks out there spend a lot of time and frustration in the search for the ‘perfect’ call-to-action. The good news is that with A/B testing, you can chose two suitable one-liners, then let the crowd decide which is their favorite!

If you’re curious about the difference one line can make when it comes to the responsiveness of your emails, here’s a quick example. We launched a survey amongst a group of active customers, to help us prioritize improvements to our app this year. As we were keen to receive as many responses as possible, we ran an A/B test using two versions of our survey email. Each email contained a different text-link to the survey, so we determined the winner based on which link received the most clicks.

Here are the two different emails we ran:

Version A


Version B


Difference seems fairly subtle, right? Not until you see the results:


The winner (Version A) achieved an estimated 51% increase in clicks over Version B! This equated to around 2,230 more customers clicking through to our short survey. We certainly didn’t expect that dramatic a lift, however it does go to show that a simple call-to-action (“Tell us what we can do better”) is often, the most effective. So, if you’ve got two strong CTAs in mind, why not give both a shot and let your readers choose. You may be surprised by the difference one line can make.

Do you have an A/B testing success story, or have you learnt something curious from your results? Let us know in the comments below!

This blog provides general information and discussion about email marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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