One of the absolute best ways to continuously improve the performance of your email campaigns is to use split testing, also called A/B split testing. A/B testing is a simple, scientific way to isolate and test variables in a real-world environment.
One of email marketing's greatest advantages is that it is easier (and much less expensive!) to test than any other marketing vehicle. This means with just a little effort, you can increase the effectiveness of your email campaigns and get the results you're looking for.
Testing can be as simple as breaking up a list into two parts (the proverbial A/B split) and emailing each group a unique "something."
Here are a couple of things you can/should test:
- Subject Line
- From name
- Lead article/offer
- Landing pages
Tip: If you're testing more than one variable, it's critical to make sure that you test each of them one at a time, meaning one variable per test cell. This makes for more accurate results.