Are you creating a new email campaign?

Do you want to maximize the click rates and open rates of your email?

If yes, then A/B Testing can add value to your email campaigns and help you in achieving desirable results.

How do you use A/B Testing for emails?

By choosing a subset from the email list, you can send one variant of an email to a set of users and a different email variant to another set of users distributed equally. From this, you can find the optimized email that brings in more results than the other and use that email to send to the rest of the email list.



In A/B Testing, you can make any particular change between the two emails:

  • Different subject lines
  • Different content in the body of the email. For example, asking questions, personalizing with names and user data, including the words of a major person from the company, etc.
  • Variations in the length of the content
  • Changes in call-to-actions ( CTAs)
  • Inclusion of images or videos
  • Changing the tone of the content
  • Changes in the positioning of images
  • Changes in the layout of the email
  • Including company logo

You can also come up with many more factors that can be tested. You can test anything that you think will make a difference for the users, provided the hypothesis is supported by facts.

Setting up email campaigns with A/B Testing

  • When you are setting up the campaigns it is important to be prepared with the segmentation of users. Generally, to get an impartial view, 50-50 users are divided at random to the two different variants of email.
  • While you are including a link to a webpage from the email, make sure that the webpage is not A/B tested. Sometimes, marketers make a sweep of including A/B Testing in all ways possible and end up influencing the results of one test with another.

To get an unbiased result, the landing page of the email or any call-to-action you have included must not be something that you are just testing out.

  • Test only one parameter per A/B Test. Do not cramp up the testing process by having multiple changes between the two email variants. Both the emails need to be exactly the same, expect ‘one change’.

Do not change the subject line, add an image and change the color of the call-to-action all together in one email in the same A/B Test.

  • Both the email variants have to be tested simultaneously. Do not test the emails at different time or day. It has to be sent out exactly at the same point of time.


ab test-check

  • You have to track the A/B Testing with proper metrics to get the true results of the testing. When analyzing the results, do not just see the direct click-through rate and open rate of the emails. See the whole process down the line. Are there any improvements in leads and sales? Which of the two variants has brought in higher conversion rate?

You will be surprised by the results of it!

By A/B Testing, understand the preferences of your users more practically and optimize further emails accordingly to create an improved sales funnel.



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