As we already mentioned in this article , having an Email Marketing strategy in your Digital Marketing plan is a great success, as it allows you to greatly increase sales opportunities. And all at a fairly affordable price.
But, like everything, you need a good strategy.
And one of the best strategies you can define is to carry out A/B Testing, A/B Test or A/B test (however you prefer to call it).
That's why, in this article we tell you what you need to know about A/B Tes boost business’s competitiveness with switzerland lists ting to optimize your Email Marketing strategy and thus obtain results sooner.
What is A/B testing?
In marketing there is no one right answer for everything. We always come across the typical “it depends” thing.
What works for one company may not necessarily work for another.
In Digital Marketing it is very important to test, measure and optimize the actions you are carrying out.
And to do this, we recommend carrying out A/B tests.
What are they? Very easy.
Simply put, it is a marketing technique where two different versions are made, for example, of the same advertisement for social networks and it is analyzed which of the two works better. The results are then measured, and the advertisement that has worked best is the one that is then launched on a general basis.
In other words: an experiment is done to see which one comes out better.
In this way, results are optimized and we focus only on those actions that really bring us results.
If we transfer this to Email Marketing , doing an A/B test refers to dividing a campaign into two parts.
Performing an A/B test will help us successfully achieve the objectives we have set, reduce the cost per lead, improve the click-through rate (CTR), among many other metrics.
Sounds good, right?
How does A/B testing work?
Don't worry, they are very easy to use. Specifically, just 3 steps :
First, select the percentage of subscribers you want to send the tests to. We recommend that it be between 5% and 20% of your list.
Next, you write the two emails, making variations in their content or elements.
The best thing is that nowadays email marketing software is very advanced, and you can configure it to choose which version has been the most successful and send it to the rest of your subscribers automatically . This
way you don't have to worry about anything.
On the other hand, we recommend that you test a thousand variables in a single email.
It's best to identify which ones you want to improve, and focus on just one per campaign.
For example, maybe you want to improve your open rate. Then identify which elements can help you increase it.
In this case, one idea would be to create two different “Subjects” for your email so you can see which one draws your subscribers’ attention the most so they open the message.
Example of an A/B email marketing test
Example of an A/B test for sales-focused email marketing
Simple and highly effective examples of A/B testing in Email Marketing
There are many tests you can do in an A/B Test. We recommend these simple practices to implement that can give you very interesting results:
The classic: As we have already mentioned before, a very good option to start with A/B Testing is to make two versions of the “Subject” to see which one generates more interest and improves the opening rate.
CTA: Define two different call-to-action buttons within your message. This way you will see which one is more persuasive and generates more conversions.
Here we recommend that you try original CTAs , beyond the typical “Buy here”. This way you will surely attract more attention and can greatly improve the click rate on links.
Copy: As we already mentioned in this article , copywriting is omnipresent in Digital Marketing, and can therefore also be found in your Email Marketing campaigns (in fact, we recommend that you do so).
In this type of test based on the content of the message or copy, we advise you to write two versions. You can change the way you start the message, the examples or data you use, etc.
And to measure which one works best, base it on the feedback you receive and the click rate on the CTA, among other metrics. This way, you will have a better idea of what type of content resonates best with your audience, and you can take it into account for future Email Marketing campaigns.
Now it's your turn
Email Marketing, like Digital Marketing in general, is based on trial and error. So, there you have it: now it's up to you to check what works best for your business .
We have mentioned the easiest and quickest tests to do, but there are many more options that can be very useful.
Experiment, measure and optimize. These are the three maxims of Email Marketing. And that is what we strongly recommend you do.
However, if you consider that you prefer to delegate this (necessary) work to an agency expert in Email Marketing , at Kiwop we can give you a hand.
