It doesn’t matter if your list is large or small, one of the best ways to increase opens and clicks is to run A/B tests. Compare two different options at a time, to see what works best for your unique group of subscribers. Our A/B test tool shows how different subject lines, message content, from names, and delivery times affect subscriber engagement rates. Let’s take a closer look at these powerful testing options in this insiders’ guide to A/B testing.
The goal of an A/B test is to see which options are the most effective and generate the most opens or clicks. The A/B test sends two variations of a message campaign to a small percentage of your total recipients. Half of the test group receives Test A and the other half receives Test B. Whichever test produces the most opens or clicks will be named the winner! Then the A/B Testing tool will automatically send that winning version to the remainder of your list.
Critical Impact’s A/B Test tool makes this testing process easy to set up by automatically selecting the random test groups, calculating the winning send, and automatically sending the winning version to the rest of your subscribers.
Here are a few strategic tips to help you get the most out of your A/B testing:
Define a goal for your upcoming email campaigns. Remember, goals should be specific, measurable, attainable, realistic, and timely. Here are some examples of email marketing goals that can be achieved using an A/B test:
Try to prioritize the A/B tests based on the impact you expect the A/B tests to have, while keeping in mind the energy it will take to create the two tests. Some A/B tests will take significantly less time and energy to implement. For example, writing two subject lines will take significantly less time than creating two different email layouts.
Now that you have a goal, it’s time to make a plan! If your goal is to find out if shorter or longer subject lines get more opens, you should create a step by step plan like the following:
Learn from failures and successes to create awesome message campaigns. Take the time to look over your test results to see if any patterns emerge that can help you with future message sends. Sometimes your A/B tests will cause an increase in opens, and sometimes it won’t make any noticeable effect all. The key is to keep learning from each A/B test and use that information to create better message campaigns in the future.
Free email marketing tips from Critical Impact's monthly newsletter, Digital Marketing Enthusiast.