Blog post By Paula Chiocchi on 2019-07-24
With all the elements that are out of our control in marketing (and in life), one thing you can do that’s completely within your power to significantly improve email campaign results is to conduct A/B testing. Interestingly, only just over half (59%) of companies say they use it as part of their regular email campaign process.
As a refresher, A/B testing is when you create two different email messages for a campaign (version A and version B), alter just one aspect, and send each version to a small, different portion of your database to determine which generated the best response. That “winning” version can then be sent to the rest of your list for improved results.
The A/B test isn’t only for testing content. It can test placement of your call to action (CTA), image ratio, and many other aspects of your email. The key is to have two identical versions of your message with only one aspect changed as noted above. That way, you can easily see the impact of the variable you are testing.
I’ve written before about the importance of A/B testing and how to apply it. Here are four more email elements you can A/B test for improved campaign results:
If your company is among the approximately 40% who do not conduct A/B testing, now is the time to give it a try. With these example elements, testing and applying some science (not rocket science) to your campaigns should lead to improved results. You can even make a game of it trying to beat your results each time.
As always, we stand ready to offer our support with all your email initiatives.
Outward Media’s proven data cleansing services and targeted, accurate email data can enable you to achieve better email marketing ROI and, ultimately, convert more prospects into customers. Take a look at our case studies to find out more.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.