5 ways to get the best results out of A/B testing of your email campaigns

A/B testing, also known as split testing, can be used effectively in your e-mail marketing campaign.

A/B testing determines which of the two emails prompts a more favourable response from your

target customers. It provides data about which e-mail has been opened and which are the

elements from the email.

Here are 5 ways to get the best results out of A/B testing for an effective email campaign:

1. Test only one element at a time

If you want to pin-point which element of your e-mail is generating a favourable

response, you would want to test only one variable at a time. For example, if you are

testing the effectiveness of your images and the effectiveness of call-to-action buttons,

test both these elements using two separate A/B tests, so that you get a clearer picture

of which element works better for your e-mail campaign.

2. Test a large sample for a more accurate result

You can avoid skewed results by testing your e-mails on a large sample of customers. The

larger your test sample, the more accurate will be your results.

3. Decide the element you want to test

There are a number of variables you can test, right from the content to the aesthetic

elements of your e-mail. For example, testing the placement of your call-to-action buttons,

whether they remain at the top or scroll with the reader, can have a significant impact on

your campaign. You can decide which element works best for your campaign and testing it,

can enhance its effectiveness.

4. Test variations during the same time period

Timing is of essence for your e-mail marketing campaign. Send out both your test mails at

the same time to gauge the reactions of your customers within the same time span. You

need to carry out your A/B testing at the same time, else it would be difficult to identify the

cause of the varied response.

5. Use effective tools to carry out your A/B testing

A majority of e-mail campaign softwares have in-built tools to carry out A/B testing.

Campaign Monitor , MailChimp and Active Campaign are some of the tools you can use to conduct

an effective campaign.

Keeping these pointers in mind when you carry out an A/B test for your email campaign will

optimize your campaign results.