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Despite how simple it is to implement A/B testing as a part of your email marketing checklist, only a small percentage of marketers actually do. They say A/B testing is intimidating, or they aren’t sure where to start.
But the truth is, A/B testing can help you optimize every single send so you see the best possible results. And A/B testing doesn’t have to be intimidating.
We’ve put together this infographic to show you where to start in order to see maximum results from your next email marketing campaign:
A/B testing makes you more confident in your email marketing by proving what works and what doesn’t.
Send a variation of an email to a subset of subscribers (A) and a different variation to another (B).
Compare the results to determine which variation garners the best results.
After A/B testing, SitePoint designed a new email layout that generated 32% more conversions.
We tested our own emails and saw a 127% increase in click-throughs.
Testing personalized content can lead to a 15% increase in click-throughs.
A/B testing should improve your conversions 25% of the time.
61% of marketers use A/B testing to improve their conversion optimization.
Understand why a particular variation might perform better than the other: Using a button will make the CTA stand out, getting more people to click-through.
To prioritize, use Sean Ellis’ ICE method:
Combine what you learn from multiple tests to design a killer email that converts.
Though this list isn’t exhaustive, here are some simple ideas:
Length: Test short subject lines vs. longer subject lines.
Topic: Test two topics in the subject line to see what content is of most interest to subscribers.
Promotion/Offer: See what kind of promotion works best by offering “Free Shipping” vs. “15% Off.” Using power words can increase conversion up to 14.68%.
Inclusion: See if a version that includes a pre-header has a higher open rate. 32% of marketers use preheader text to optimize for mobile.
Content: Include two different pre-headers and see which your subscribers respond to most.
Day: Test whether your subscribers engage more on weekends or weekdays.
Time: Target your audience whenever they’re most active, either morning, noon or night. 61% of adults check their phones within 5 minutes of waking up.
Button or link: See if a button or a simple hypertext link will receive more click-throughs.
Copy: Test generic copy like “Buy More” vs. specific copy like “Get My Flare Jean Now.” Benefit-focused copy can increase click-through rates by about 10%. That’s why personalized calls to action convert 42% better than generic ones.
Color: Test different contrasting colors to see which colors get the best response.
Length: Test short form vs. long form content.
Specific or generic: Test dynamic content personalized for your segments vs. generic content.
Type: What’s your message’s focus? For instance, focusing on positivity increased our email conversion rate by 22%.
A/B testing doesn’t have to be intimidating.
Design your tests, gather your data, and use your new intel to design emails you know will convert.
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