In the last post we discussed about why to send A/B split test email, now to make things more simple we are going to discuss about what is A/B split testing and how to create a test plan? As an professional marketer you should know the importance of email frequency, relevancy, and audience expectations. Bottom Line is testing is testing is the engine of email marketing and Alpahsandesh.com makes it very easy for even the beginners.
What is A/B Split Testing?
It is the analysis of different forms/versions of the one email to see which one performs best. Different forms are sent to a small part of the list or to the test group (if you have one) and the performance of each form is measured. Only one variable is changed in the email during one test to see what effect the modification has on the email performance. After test forms are sent to a little fragment of the list or to the test group, the best performing (winner) form of the email will be used for send to the rest of the list.
Benefits of the A/B Split Testing?
Once you will see the A/B split test in practice, you will quickly comprehend its value, power and importance for your email campaign. Now I just want to say that by testing different editions of your email you can:
- Determine the user-friendly version of email that fits the viewer's expectation best;
- Lower the risk of failure e-mail campaign;
- Improve the performance of e-mail campaign– opens and clicks;
- Increase sales and conversions.
What should you analyze to enhance your email?
It’s about you to choose but here are some ideas of what you can test:
Subject Line: This is the most popular analysis where the impact of your subject line can be determined. The primary evaluation of success here is open rate because the Subject line mostly decides whether the receiver will open the email or not. A common technique is to analyze the email with and without customization. This can be quickly done using the merge feature in your email software. More assessments can include email forms with and without the recipient's name, the company’s name, the brand's name in the Subject line.
Layout, color shades or format: You can perform the A/B split test to analyze innovative components of your email such as color shades, use of graphics, email structure (HTML compared to simply text).
Email length: This is a fantastic way to analyze a lengthy email verses a short. If you have ever considered whether small paragraphs connecting to the full story are more attractive than a lengthy one, it can be easily determined by A/B split testing.
Offers/Discounts: It allows you to figure out the appropriate number of products or offers in the email or the product assortment. You can also analyze the sensitivity of the value, for example, 10% off compared to $20 off, and so on. The main factor you should evaluate in such assessments is the click-to-open amount (CTOR). The winner email version should generate the highest CTOR.
Sending Time (day of the weeks time, duration of the day): This is one more factor you can analyze to enhance your email campaign’s performance. If you are testing the effect of the day of week, deliver both test version the same week. Additionally, you can test with sending at different times of the day, morning compared to later in the evening, for example.
Creating Test Plan
So, now when you know what is split test and what factors you can analyze, here are some tips how you can prepare your A/B split testing:
Identify your test objectives: You should clearly know what you want to improve: open rate, click rate, click-through rate, or conversation rate.
Think how to get to the objectives: After you choose what you want to improve, think about the factors you will test. To enhance the open rate, consider examining your From name and e-mail Subject line. To analyze the click-through rate, experiment with your offers, email format and graphics.
Create unique analyze groups: If you keep a control group, you will want to deliver test editions of your email to that group. Split the group into several sections such as the equal variety of individuals and send a different copy of your email to each section.
Test one element at once: You’ll want to analyze only one variable at once so that you can evaluate the effect of that variable on the performance of your emailing.
For each test, plan the changes: If you want to perform several assessments on the same e-mail, think in advance what factors you will modify in each test – don’t leave it until the last minute!
As you see A/B split testing is a fantastic opportunity for you to enhance your email strategy and accomplish a greater email performance. Not only does it allow you improve open rate, click through rate and conversion rate, it also allows you to enhance your email to meet the best subscriber’s objectives and keep the subscribers on your list.
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