We all want to optimize our email campaigns for the best possible ROI.
By running A/B tests in your email marketing software, you can do just that. Let’s look at seven variables that you can test and tweak for optimal results.
- Email Subject Lines
Subject lines convey the topic of the email and are one of the first things the recipient sees. If your subject doesn’t stand out from the competition, your chances of getting an open are reduced drastically.
While the subject line may seem like a small part of your message, they’re one of the very first impressions you have on your email recipients. And, they’re your ticket for standing out in a crowded inbox.
When testing subject lines in your email marketing software, consider phrasing, length, capitalization, punctuation and presentation. In the following example, subject A uses a longer “how to” format, while B is shorter and more direct.
- A: How to Use A/B Testing to Improve Email Campaign Results
- B: A/B Testing Improves Email Campaign Results
Learn more about how to create the best performing email subject lines.
- Sender Name
A recipient’s reaction to a sender’s name depends on recognition and trust. For example, if you have a close relationship with your client, they may respond more favorably to seeing your real name in the “from” field. But if the recipient doesn’t recognize you personally, your brand name may carry greater weight–70 percent of recipients’ [according to Exact Target] say they always open emails from their favorite companies.
Learn more about Sender Score Reputation.
- Personalization
When you personalize your email marketing process you create a more targeted emails. It gives individual treatment to the customer and increase email marketing metrics massively.
This technique can be used on many levels within the email subject line and body. Consider these examples:
- A: Special Offer
- B: We Have a Special Offer for You
- C: Jim, We Have a Special Offer for You!
- D: We Have a Special Offer for Real Estate Agents
Subject A is the most basic, B uses “you” to get slightly more personal, C calls the recipient by name, and D refers to the customer persona: real estate agents. Through A/B testing, you can determine which of these methods resonates with your target audience.
Learn more about email personalization.
- Offer Type
Let’s say you’re offering a $100 value for $75. Will stating that dollar amount directly gain the most traction? Or will your customer react more to the idea of getting 25 percent off the retail price? These are perfect variables to test within your email marketing software.
- Body Content
There are multiple variables to consider when creating the body of an email. Here are just a few to consider:
- Tone – Should you be conversational or keep things professional?
- Visual – Does your audience respond to text-only or would they prefer image-rich content? What about animations?
- Length – Some recipients may prefer a line or two followed by a CTA button, while others may enjoy longer, in-depth content.
- Selling – Should you go for the hard sell or take a more nurturing apssproach?
Learn more about Email content.
- Call to Action
If you want your readers to click through, you need a well-placed, action-oriented CTA. Use your email marketing software to test variables such as:
- Language – Does it clearly tell the reader what to do?
- Visibility – Is the text eye-catching or do you require a button? Does the size matter?
- Accessibility – Is the CTA on-screen at all times or is scrolling required?
Learn more about how to create impactful CTAs.
- Send Times
Statistics vary on the best possible send times, so it really pays to do your own research. Use your email marketing software to split campaigns and test various times and days of the week. This will help determine when your unique audience is most likely to open emails, click through to landing pages and complete transactions.
Learn more about Email deliverability .
Final Thoughts
A/B testing can have a huge impact on your bottom line, so don’t leave your email campaigns to chance. If your email marketing software isn’t allowing you to gauge audience response, Clickback can help. Request a free demo today!
