Essentials of the A/B Testing


The ability to generate brilliant and original ideas is a sign of marketing talent. In email marketing, this ability is also highly appreciated. The main goal of the marketer in the email campaign is to develop ideas that will show the best result, that is, the maximum open rate, click ability, and high conversion rate.

But how to achieve this? Of course, to test, because the golden rule of professional marketing is testing all ideas, no matter how good, innovative, and maybe even revolutionary, they seems. Very often, there are situations when some letters successfully cope with their tasks, while others do not. One mailing has a good indicator of deliverability, good opening rate, arouses interest in the reader, the conversion rate on the links is quite high. The other that, at first glance, is not much different in design and content from the first one, does not bring such good results. In such a contradiction, a logical question is “Why? How to be sure that the email letter will bring the most return? "

 A / B testing was invented to increase the effectiveness of mailing, its other name is split testing. It helps to compare new and old letter components and choose a more efficient option.

With the help of A / B testing, you can test various ideas and find the most effective ones for your subscribers.

How to conduct A / B testing with your mailing?

You can conduct it in your mailing service provider. It will be quite easy to do this, as services as Campaign Monitor make it easier for the clients to work with the A / B testing.

First, you need to determine the parameter by which you will perform the test. For example, you can create two versions of a letter with different headers, images or text. Then you need to set the conditions according to which you will calculate the best option. These conditions may be as follows:

  • Deliverability;

  • Open rate;

  • Referrals;

  • The number of unsubscribed subscribers.

Then you take option A, which was originally, and option B, with a modified email element. Choose 40% of the total base subscribers and divide them equally between options A and B, and start testing.

Upon completion of testing, you can compare the results and send an email with the highest metric indicators to the remaining (60%) of subscribers. If you would like to know, more about A/B testing you can read this article about 5 A/B testing ideas for your email marketing.


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