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Get Better Email Marketing Results with A/B Testing

Written by Anna Milward on December 29, 2015

Email marketing can be a very profitable marketing strategy if you know what you’re doing, but it often takes a bit of trial and error to get it right. While there is plenty of information around about different ways to get great results from email marketing, the truth is that every audience is different. What works for someone else might not work for your customers, and this is where A/B testing makes all the difference.

One of the best ways to improve the results of your email marketing campaigns is to try a few different techniques and test what works best for your audience. A/B testing is one of the most widely used testing methods and it’s easy to use, with most email marketing platforms set up for A/B testing.

What is A/B testing?
Put very simply, A/B testing is the process of testing two different elements of an email. This could be two different subject lines or two different images or anything else. Half the emails are sent with version A of the email, while the other half are sent using version B. Once they have been sent you can then compare which gets the most opens, click throughs or conversions.

What can I use A/B testing for?
You can use A/B testing to compare different parts of your emails and see what gets the best results. Once you have this information, you can use it to improve the results of your email marketing campaigns right across the board.

Here are a few of the different things you can test:

  • Subject line
  • Images
  • Call to action
  • Layout and design
  • Offers and promotions
  • Personalisation

When it comes to A/B testing you are really only limited by your imagination. A/B testing is a great way to learn more about your customers and what they like. It can also yield surprising results – you might be shocked at how much difference a single word or image can make to the results of your email marketing.

If you’re not sure where to start, it’s a good idea to think about what you are hoping to achieve. If you want to improve your open rates, you may want to start by testing your subject lines. If it’s conversions you want to boost, test different calls to action and special offers to find out what will encourage your recipients to click through on your emails.

A/B testing is a simple and easy way to improve the results of your email marketing. If you’re keen to get better results for your business, why not give it a try today?

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