Tip of the week 18 - A/B testing for your email marketing campaigns

Have you ever analyzed your campaign reports and wondered about The What and Whys of good/poor engagements rates? A campaign that worked with one group of audience may not work with others. The reason can be as simple as that of a subject line or a basic layout, but this does make a difference with your campaign's performance.

When drafting your email campaign, you are to consider a lot of elements—the subject line, name and email address of the sender, email layout, call-to-action (CTA) buttons, wordings in the email content. Also, you might go about making assumptions on what would resonate well with your audience and refining your marketing methods. This assumption-based marketing might fetch you unimaginably bad conversion rates. Here arises the very need for marketers to carry out a method with which they can test their campaigns before putting them in front of the audience and A/B test campaigns is the solution to this.

A/B testing is the best way to understand your subscribers' behavior, where you get to send two versions of your campaign to two different sets of audiences and know which one performed better.For example, let's say you want to find the best of these two approaches— placing a CTA vs placing a link in your email campaign that leads the readers to your landing page.

With A/B testing, you create two campaigns A and B—the former containing the CTA and the latter with a link to your landing page. To A/B test these campaigns, you send them out to two groups of audiences, both the groups having equal percentage of email recipients.

After allowing the campaigns to run for a certain period of time (days, weeks, or months, depending on your business), check out the reports as to which of the two campaigns had better response.

Now you know the winner. Go ahead sending the winner campaign out to your subscribers!

You can also personalize your campaigns with a lot of other elements like the color scheme, design, images, etc. This widens your room for better conversion rates.

Cheers,

Swathika Mahalakshmi

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