Email marketing A/B testing is a great way to get the best results for your email campaigns. Before you start, it’s important to understand what to do and not do.
This powerful tactic can disappoint you or lead to unintended results.
DOS of email marketing A/B testing
It is a good idea to test your emails to determine which elements are most promising. However, it is not something you should rush into.
\It is a waste of time to not know the basics of email marketing A/B test. For more practical and personalized help it is better to get the help of a Digital Specialist.
Focus first on general concepts
Focusing too much on specific features is one of the most common mistakes. This happens long before you have a good idea of how things work. A plan must produce a certain level of profitability.
You must have a solid framework that you’ve used to achieve results. Make sure you take the time to write a marketing email based on your company’s audience.
Your ultimate goal in email marketing?
You can run a variety of tests to improve your email. These are only a few of many possible components.
- Body text
- Call to Action
- customer feedback
- Placement of images
- Date and time of the email
All of these elements can be worth testing, but you should always do this with the end in mind for your email marketing campaign. This end goal is usually conversions.
Only your active subscribers are allowed to vote
Send your email only to active subscribers when you are A/B testing email marketing. You run the risk that you will send your emails to a large number of inactive subscribers, which could undermine the validity of your results.
Refund emails are an exception. These emails can be useful for reviving an unresponsive segment.
Don’ts of email marketing A/B testing
When it comes to A/B testing for email marketing, there are certain things you shouldn’t do. These are mistakes that can make your campaign useless or lead to misleading results.
You shouldn’t try more than one function at a time
It is easy to get caught up in the excitement and rush of email marketing the A/B test. This is especially true as your results improve.
Be patient and only test one feature at a given time. You may not get the results you want, but it could be a sign of something more.
Multivariate testing may be a good idea in some cases. However, multivariate testing may not be a good idea when you are first doing A/B email marketing.
Concentrate on the minor changes
Color testing call-to-action buttons in email marketing A/B testing has become a well-known and infamous method.
Maybe one day you will be able to fine-tune your email campaigns until it is so small that even a tiny feature can make a difference. Keep testing subject lines, body text, and calls to action.
Don’t ignore Transactional and Automated Emails
Don’t forget transactional and automated email. These are emails that you send after a customer makes a purchase. Although these emails are not as well-received as promotions campaigns, they can still be very useful.
They are valuable if you see the value, otherwise, they wouldn’t be sent. So don’t forget them when A/B tests your email marketing.