And, we’re back! Since we recently discussed email metrics and what they mean, let’s jump into the world of A/B testing. You’re probably thinking: “A/B testing? Sounds like technical, complicated, science-lab stuff.” But stick with me, and I promise you’ll see just how simple and powerful it can be.
What’s the Deal with A/B Testing?
So, what’s A/B testing all about? Well, it’s like conducting a science experiment with your emails. You create two versions of an email, change one thing (like the subject line or the call to action), send them out to a portion of your email list, and see which one gets more opens or clicks. It’s a way to get inside the minds of your subscribers and see what really makes them tick.
Why Should I Care About A/B Testing?
Why bother with A/B testing? Well, it’s all about making informed decisions. Instead of guessing or relying on warm, fuzzy feelings about what your subscribers will like, you can use real data to guide your email strategy. This can lead to more opens, more clicks, and more conversions. And who doesn’t want that?
Case Study: The Tale of Two Subject Lines
Don’t just take my word for it. Let’s look at a real-life example from MailerLite. They decided to test whether their subscribers preferred longer or shorter subject lines.
They crafted two subject lines for the same email: one was a bit more descriptive, and the other was shorter and to the point. The shorter subject line got more clicks during the testing period, but here’s the twist: the longer subject line actually got more opens and clicks after the testing period was over.
What’s the takeaway? A/B testing isn’t a one-and-done deal. It’s something you should be doing regularly to keep up with the changing preferences of your subscribers.
How Do I Conduct an A/B Test?
Ready to conduct your own A/B test? Here’s here’s what to do:
- Pick one element of your email to test (like the subject line).
- Create two versions of the email with different versions of that element.
- Send the emails to a small portion of your email list.
- Wait and see which version gets more opens or clicks.
- Send the winning version to the rest of your list.
How long you should run your test can vary, but it kind of depends on your audience and the number of variables you’re testing.
BUT FIRST: Let me just say that it’s a bad idea to test more than one variable at a time. When you have too many, you’ll muddy the results and won’t be able to tell which one had the most impact!
Anyway, back to the original question — For most people, it’s usually a good idea to run your A/B test for at least 24 hours before you send it to the full list.
And, this checklist is good to dip your toe in the water for one test. But if you try this first one and decide you want to run a robust A/B testing program (which I HIGHLY recommend), you’ll want to create a list of variables you want to test, then schedule them out in a way that matches up with your email send schedule. Plan to do this FOREVER!
Wrapping Up
A/B testing is a powerful tool in your email marketing arsenal. It’s all about learning and adapting to your audience’s preferences. And don’t forget, if you’re not CONSTANTLY A/B testing, I can almost guarantee you’re leaving money on the table. Plus, it just helps you provide better content for your audience.
So go forth, test, learn, and watch your email engagement takeoff! And, as always, if you need a hand with something, let me know!
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