Are you a small business owner? The head of a marketing department? An affiliate marketer? In all of these cases, you are probably using email as a tool to increase your clientele. No wonder – email marketing has become extremely popular and won its well-deserved place among highly converting marketing instruments. Are you making the most of it though?
Now, that’s a question rather difficult to answer. How do you know if there are more opportunities available to you? By split testing your campaigns, of course!
A split (or A/B) testing is a method of evaluating the efficiency of certain elements of a certain marketing tool. Split testing can be applied to virtually everything – landing pages, emails, brochures, etc.It is a MUST for every marketer who wants to achieve at least average results.
What is the purpose of split testing?Improvement is why A/B testing is commonly used. Let’s say, if a certain landing page does well in terms of conversion, why not change something and see if it will do even better? By the way, this is the main rule of any A/B testing endeavor – you have to replace one element at a time and see what will change.
Does split testing require special tools?Yes and no. In case of email A/B testing, you can do it manually – simply divide your email list in two and send two different kinds of emails to different groups. After a while, check the click-through rates of whatever it is you are measuring.
If you are using an email marketing tool like MailChimp, the split testing feature is already built in, so all you have to do is use the appropriate settings.
To start comparing, first you need to gather some control data. Measure your click-through rates or open rates over time, and then start testing. Only test the impact of changing one element at a time, otherwise, it won’t be split testing, but rather a multivariate testing.
What needs to be split tested in an email campaign?All significant parts of your email have to be tested. These are:
Now, some of these seem a bit too complex. For instance, if would be too much to change the body text completely. Instead, try to take it in stride and change only parts of it. Also, before testing, you should decide which parameters you will accept for measuring purposes – CTR, open rate, conversion rate or ultimate revenues.
As you can see, split testing is an integral part of any email campaign. You can’t afford to be doing just good if you want to win. You have to be the best, and A/B testing is a primary tool to reach the top.
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