Online behaviour of people keeps evolving and to keep up with that, you need to constantly keep track of what's working and what's not working. Keeping in line with that, you can A/B test the From Name, ,Subject line, Long copy vs short copy, CTA, and Image vs No image.
Perform A/B testing on various individual elements of an email like subject line, preview text, from-name, or on the whole email such as changing the template, long copy vs short copy, but one thing at a time. For example, if you are comparing two different subject lines, you should keep the send time, from name, preview text same.
Send one version (version A) of your email to a subset of your broadcast list and send another version to another subset. Then track a metric that will define the success of your test.
Choose a metric that will define the success of the test. If you are testing two subject lines, make sure that you can track your open rates. If you are testing the effect of long-form vs short-form copy, have a CTA in your email so that you know which one works better through click-to-open rate.
Using the metric tracked, know which version out of A & B is better. And then roll out that change across all your emails, and that becomes your best practice. Increase the open rate, engagement, and overall ROI of your emails for any brand and industry.
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A: A/B testing or split testing in email marketing is the process of sending one version (version A) of your email to a subset of your broadcast list and sending another version to another subset.
A: Through A/B testing, you can increase the open rate, engagement, and overall ROI of your emails for any brand and industry. The behavior of the audience changes with change in technology, markets, and maturity of your product. So ‘Always Be Testing'.
A: The most impactful elements that should be tested in A/B testing are:
- Subject line, measured by the open rate.
- CTA, measured by click-through rate.
- Send time, measured by open rate.
A: While running A/B tests, choose a metric that will define the success of the test. For example, if you are testing two subject lines, make sure that you can track your open rates. If you are testing the effect of long-form vs short-form copy, have a CTA in your email so that you know which one works better through click-to-open rate.
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