Simple replacements of text, call to action messages and images can have a profound impact on how your audience interacts with your email campaigns. A/B testing splits your email list and allows you to send a slightly different message to each segment so you can test changes for effectiveness. Here’s how:
- Keep It Simple (Stupid)
A US Navy principle first coined in 1960, KISS is a great way of ensuring changes are kept uncomplicated and easy to measure. Simple changes in A/B testing can help you focus on making alterations that have the most profound impact, leading you to bigger results. Change just one thing at a time so that you can be sure of the effectiveness and success (or failure) of that change.
- Choose your end goal
Choose just one end result that you’re looking for; it’s better to work on a single problem by focusing on just one metric that you want to change rather than several all at once.
- Evaluate your list
Is your list big enough to split for A/B testing? Do you need more than one split? However you decide to split your list, each segment needs to be big enough to give you relevant statistics that you can work with.
- Learn from all your campaigns
You can still learn from past email campaigns, even if you weren’t performing A/B testing on them. Analyse their effectiveness, figure out what worked and what didn’t work, and then incorporate that learning into your current campaigns and testing. You don’t have to start from scratch with each campaign.
- Test before you test
That may sound strange, but it’s important to make sure that what you’re sending is working. Any personalisation has to be present, call to action buttons have to actually show up, images need to be properly included, etc. Regardless of how spectacular your content is, your email campaign will fail if elements of it don’t show in your customer’s inbox!
We all know it’s cheaper to retain your current customers than try to find new ones, which is why your email list is so helpful in growing your business. Subscribers to your list are potential or past customers, and have indicated they’re interested in hearing from you just by pushing that subscribe button. Improving your email campaigns to make them more effective is just common sense, and A/B testing is perfect for helping you find what works, and what doesn’t.