Email marketing: it’s an old favourite in the world of digital marketing. Often quoted for its unparalleled return on investment, this method remains a jewel in the marketing crown. But, while the potential is undeniable, success is never guaranteed. Sending generic emails and hoping for the best is a recipe for disappointment. Instead, you need emails that have been meticulously optimised.
But how can you be sure your emails are the best they can be?
The answer lies in A/B testing. Through this, you can ensure your email campaigns perform at their utmost. However, one common mistake made during A/B testing can impede this progress. By the end of this article, you'll understand A/B testing and how to avoid this crucial error.
A Quick Primer: What Is A/B Testing?
At its core, A/B testing is about experimentation. You change certain elements of an email to see if these tweaks can outperform the original, also known as the ‘control’. Not every email requires A/B testing. But for content that remains unchanged over time, like welcome sequences or abandoned cart emails, A/B testing is essential.
The Common A/B Testing Pitfall
Many commit the error of drafting an entirely new email for every test. This approach doesn’t allow you to pinpoint what exactly worked in the initial email or the changes responsible for the improvement. To get the most out of A/B testing, modify one element at a time. This way, you can understand what’s working and build a best-practice guide for future emails.
How to A/B Test the Right Way
1. Have a Suitable Audience Size:
A/B testing requires a decent audience size. While some recommend having at least 10,000 subscribers before embarking on A/B testing, smaller businesses can manage with fewer, provided they're strategic with the testing rounds. Remember, each test variation should be unique to each subscriber. Flooding them with multiple versions of the same content is a surefire way to lose them.
2. Segment Your Audience:
Break your audience into test batches, which can be done within your Email Service Provider. It's wise to rename these groups based on the changes you've made for easy tracking.
3. Start with the Subject Line:
The subject line is your email’s first impression. Play with different copy styles, lengths, and even emojis. It's essential to be open to experimenting. Remember, even if your email is gold, a weak subject line means it may never see the light of day.
4. Fine-Tune the Call to Action (CTA):
Your CTA can make or break your email's effectiveness. Experiment with aspects like the button colour, CTA text, frequency, and placement. However, keep your CTAs singular to avoid overwhelming or confusing your reader.
5. Refine the Content:
Your email's body is where you can experiment with tone, content type, and format. You can switch between friendly or professional tones, or even juggle between video and written content. Bear in mind, optimising this section could require numerous tests.
A Helping Hand: UNIQ’s Unlimited Design Subscription
A/B testing can be labour-intensive. However, with UNIQ's design subscription, you can streamline the process. Our top-tier designers and copywriters will not only help create your emails but also embed best practices used by industry leaders. With unlimited designs and revisions, this subscription is ideal for those wanting to make the most of their A/B testing.
Analysing the Outcome
After sending out a test email, it's crucial to wait for about 48 hours before assessing its effectiveness. If an email outperforms the control, it becomes the new standard. From there, continue tweaking and refining.
To achieve the zenith of email marketing, you need an adequately sized list and the capacity to segment it effectively. Begin by adjusting your subject lines, then CTAs, and finally the content body. With careful experimentation and a willingness to adjust based on feedback, your emails will soon be optimised for maximum effect.
Embarking on A/B testing can be a transformative experience for your email marketing campaigns. It offers insights and refinements that can be the difference between an ignored email and a successful conversion. Take the plunge, and witness the benefits for yourself.