We have already talked on previous occasions about the importance of testing our emails to achieve better results in opening and click rates. In this case, we will see what elements we can test and we will give you 13 ideas for A/B testing to implement in your Email Marketing campaigns.
Before we get into the subject and to put things into context, let ’s remember what A/B testing is and what it allows us to do .
A/B testing allows us to send two variants of the same email to telecommunications email list our subscribers. So half of our users will receive email “A” and the other half email “B”. It is very interesting because it allows us to see how our users react to each of the emails and thus know, for future mailings, what works best for us.
With this brief introduction, let’s discuss the A/B test examples that stand out the most:
Subject
The subject is one of the most important elements when sending an email, because it is the first thing that the user sees related to it. It is what influences whether or not the email is opened and for that reason, we often have so many headaches when it comes to deciding how it should be. What aspects can we test in the subject? We can test how long it should be , if it is better to personalize it and put the name of the person to whom it is addressed or not, if it affects the use of symbols or for example if it works better for us to write the subject in the form of a question .
Preheader
The preheader is the text that accompanies the subject and complements it. Therefore, we cannot underestimate it and we have to give it the value it deserves, since at first glance it helps us provide more information about our email. As for the ideas of A/B tests that we can implement to improve our Email Marketing metrics, we would highlight the tone of the message , test a possible personalization (if we have not done so in the subject) or, for example, try to show offers and discounts .
Sender Name
We are used to seeing that most companies use the brand name as the sender. But beyond this tradition, there are other possibilities that allow you to break with this trend. Do you dare to try them in an A/B test?
Brand Name: Digital Response
Name of person sending it + brand name: Pablo Díaz from Digital Response
Brand name + slogan or brand description: Digital Response, Email Marketing Agency
Brand name + subject: Digital Response latest news
Brand name + team/identity/department: Digital Response Newsletter
Copy
The copy of the email is what allows us to convey the message we want to communicate, which is why we go to so much trouble to get the best version of it. As for the elements that we can test, we find the tone, or rather, the brand language that we use to relate to our audience. Doing an A/B test will help us analyze which tactics or strategies can work best for us. We can also test whether users respond better to a longer, more explanatory text or a shorter, more concise one, so we can test its length .
Images
It is said that a picture is worth a thousand words, and in the case of email marketing this phrase fits perfectly. The main image that we choose is the one that will mark the first impression of the person who opens the email. In this case, the A/B Test will allow us to see what type of images our subscribers react best to: people , products , a gif … there are endless possibilities.
Navigation
It is important to find the best type of navigation to implement in our emails. Sometimes, giving users too many clickable options can create confusion and generate a negative effect. This tendency increases in those campaigns that seek to achieve a conversion through a certain action. Test the navigability of your email and find the best option.
Call to action
What is the ideal Call to Action? The truth is that it is a bit of a mystery, since what may work well for one brand may not work for others. There are many elements that we can test to make a good Call to Action: the position , the size , the color , the text and even the format .
Recommended products
Have you thought about adding recommended products to your email? A/B testing will be your best ally to find out the best way to implement it. You can test how adding a certain number of products works , whether it is better to highlight those that are cheaper or more expensive (depending on the price ), whether it is preferable to focus only on one product category or if, on the contrary, we prefer to personalize the products based on the consumer profile.
