A/B Testing in Email Marketing: What You Should Be Testing for Better Results

A/B testing, also known as split testing, is a powerful tool for improving your email marketing campaigns. It allows you to compare two versions of an email by sending each version to a small percentage of your audience. The version that performs better can then be sent to the remaining recipients. If used correctly, A/B testing helps you identify what resonates with your audience and enhances your overall email performance. But what should you actually be testing?

In this post, we’ll cover key elements you should consider testing to optimize your email marketing strategy.

Your subject line is the first thing subscribers see, and it can make or break your open rate. Test different types of subject lines to understand what works best for your audience. Consider varying:

• Length: Short vs. long subject lines.
• Tone: Casual vs. formal language.
• Personalization: Including the recipient’s name or other details.
• Urgency: Testing urgency-driven phrases like “limited time offer” vs. a more relaxed approach.

The sender’s name impacts how trustworthy your email appears. People are more likely to open emails from a source they recognize. Test:

• Brand Name vs. Personal Name: Emails from a person’s name may feel more personal.
• Combinations: A mix of a brand name and a person’s name can balance professionalism and approachability.

The visual structure of your email can have a significant influence on engagement. Test different layouts to see how they impact click-through rates. Elements to experiment with include:

• Single-column vs. multi-column layouts
• Image-heavy vs. text-heavy designs
• Font sizes and styles
• Placement of buttons and CTAs

Your call-to-action is crucial in driving conversions. A/B test various aspects of your CTA to find out what works best. You can try:

• Button Text: “Shop Now” vs. “Get Started” vs. “Learn More.”
• Color: How the color of the button influences click rates.
• Placement: Testing different locations within the email (top, middle, or bottom).
• Size: Small, subtle CTAs vs. large, bold buttons.

The way you craft your email content matters. Test different approaches to your copy to see what increases engagement:

• Tone of Voice: Friendly vs. formal, concise vs. detailed.
• Length: Short vs. long-form emails.
• Personalization: Generic vs. personalized content tailored to the reader.
• Value Proposition: Highlighting different benefits or pain points.

Images can enhance the visual appeal of your email, but they can also slow down load times or trigger spam filters. Test the balance between text-only emails and those with images to find out which performs better:

• Number of images: No images vs. one or more images.
• Type of images: Stock images vs. custom product shots.
• GIFs: Test if animated visuals drive more engagement than static images.

Even the best emails can be ignored if they’re sent at the wrong time. Testing when and how often to send your emails is crucial. Experiment with:

• Send Time: Morning vs. evening, weekdays vs. weekends.
• Frequency: Weekly vs. bi-weekly, daily vs. weekly.

Preheader text is the snippet that appears next to or below your subject line in the inbox. It gives recipients a preview of what’s inside the email. Test various approaches to preheader text:

• Teasers: Giving a hint about the email content.
• Offers: Mentioning a discount or special deal.
• Personalization: Including the recipient’s name or a specific interest.

Different segments of your audience may respond to emails differently. A/B testing allows you to experiment with segmentation strategies. Try testing:

• Demographic Segmentation: Sending different emails based on age, gender, or location.
• Behavioral Segmentation: Tailoring emails based on past purchases, website activity, or previous engagement with emails.

Most people check emails on their mobile devices, so it’s essential to ensure your emails are optimized for small screens. Test:

• Mobile-friendly vs. desktop-focused designs
• Simplified layouts for mobile
• Large, easy-to-tap buttons and CTAs

A/B testing is one of the most effective ways to continually improve your email marketing campaigns. By testing elements like subject lines, CTAs, email copy, and design, you can gain insights into what drives higher open rates, click-through rates, and conversions. Regularly analyzing your test results and making data-driven decisions will ultimately lead to stronger, more successful email marketing efforts.

Start small, and focus on one or two tests at a time. With consistent A/B testing, you’ll be able to fine-tune your emails for maximum engagement and return on investment.