Subject Lines: Dos And Don'ts
Tips For Hiring Email Marketers

A/B Split Testing: What Should You Test?

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
  • Timing
  • Lead article/offer
  • Call-to-action
  • Length
  • Salutation
  • 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.

Sources: Maxenews | Constant Contact

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