Reasons to Implement A/B Testing to Your Email Marketing Campaign
Developing an effective email marketing campaign is a huge task. You never know which path will bring better results. For this reason, companies perform A/B testing to test ads, CTA or landing pages to expand audience and increase conversions. Are you ready to get maximum from your email marketing campaign? Ready, steady, go!
The major benefit of A/B testing is that you can evaluate your email marketing campaign and implement necessary changes to improve the results. A/B testing helps analyze and boost performance if your marketing campaign is fading. What are other benefits of A/B testing?
Once you obtain A/B testing results for an ad or an email, you can apply them for other elements of your marketing campaign. If, for example, an A/B test showed that flashy CTA works better than the blue one on one of your landing pages, it may also work well on another landing page. You can use A/B test to check performance of other pages. One A/B test can be used to improve performance of your website or even the whole email marketing campaign.
Distinguish Target Audience
A/B testing allows you to get the insights into your target audiences and splitting them according to their preferences and needs. You can also analyze their demographic data to make customer profile or buyer persona.
Prediction of the Best Tools
Customer preferences are continuously changing. Today they can read posts but tomorrow they will prefer videos. As a result, some email marketing tools are outdated or temporarily ineffective. A/B testing can help reveal the most effective tools and employ them to get better results. For example, you can use videos to attract young audiences which is an emerging segment in your business.
Combination of A/B Test Results
A/B testing offers an opportunity to combine test results to get more extensive data. For example, you can test different elements of your newsletters. First, make a test of the subject line, then switch to the initial copy. Each element of your email marketing campaign is important and you can analyze it using A/B testing. By refining particular elements of your campaign you increase your chances for success.
When A/B test is finished, you can make an archive to organize the results of your previous testing. Your database will grow over time and you can accumulate knowledge of effective and ineffective patterns. This will help improve your email marketing campaigns.
When to Use an A/B Test?
Now you know why you should use A/B testing but it’s not enough. It’s also important to know when and how A/B testing should be utilized. In fact, A/B test can be implemented any time but regularity is important as business environment is rapidly changing and competitors never sleep. Once you come up to several ideas, choose two of them and perform the A/B test. Optimization of an email marketing campaign helps meet the goals of this campaign such as boost sales or increase social media engagement.
A/B testing can be used at the beginning of your campaign to polish your strategy. Periodical testing helps keep track of the campaign results and reveal problems on time. You can also re-test the elements of your campaign from time to time to catch the growth.
You can apply A/B testing to the following elements of your email marketing strategy:
- Social media posts;
- Landing pages;
- Marketing strategies;
- Mobile advertising.
How to Perform an A/B Test?
A/B testing consists of the following steps:
- identification of email marketing elements to test – you need to reveal the underperforming elements of your campaign;
- create two versions of each element to be tested – A/B testing will help reveal the most effective element (different designs of banner ads or CTA);
- set metrics to measure the results – it’s important to develop a strategy of measuring the results of your testing. For example, you need to increase your sales, signups or comments to your posts in social media. Current performance may serve as a benchmark for measuring the results of your next campaign;
- identification of timeframe – this period should be neither short nor long to produce viable results;
- run the A/B test – test one element during one session to reveal lagging and pushing elements. Avoid testing several elements at a time as they may skew the results. If you test your website page, you can randomly split visitors between two versions or create two test groups when testing marketing email;
- check the results – if your test didn’t reveal useful results, you can use another hypothesis and run it once again;
- repeat A/B testing – you can use the second round of the test to refine your strategy or marketing campaign. Repeat your A/B testing when trends in your business are changing.
A/B testing is a useful tool to track the effectiveness of your marketing campaign. You just need to gain more experience to run it and make use of it for your business.
Originally published 2021.01.11 , updated 2021.01.19