A/B Split Testing Email Campaigns | Does It Really Help?

Increased click-through rates.

More website visitors.

Skyrocketing conversions.

This is what every business owner wants to achieve with email marketing.

But it is not that easy.

Email marketing is a highly competitive field, with businesses sending out hundreds of emails to their subscribers every day. In such a scenario, it is important for businesses to stand out and grab the attention of their target audience.

This is where A/B split testing comes into play.

In this post, we’re going to discuss A/B split testing email campaigns and whether they really help businesses improve their email marketing efforts.

What Is A/B Split Testing?

A/B split testing, also known as A/B testing or split testing, compares two versions of a marketing campaign to determine which one performs better. This can be applied to various aspects of a marketing campaign, such as email subject lines, call-to-actions, landing pages and more.

In the context of email campaigns, this means sending out two variations of an email to a subset of your subscriber list and tracking their performance.

The version that receives better results is then sent out to the remaining subscribers.

How Does A/B Split Testing Work?

The first step in conducting an A/B split test is identifying a specific element you want to test. This could be the subject line of your email, the call-to-action button, or even the layout and design of your email.

Once you have identified the element, you create two versions of your email, each different only in that particular element. For example, if you are testing the subject line, version A could have a question as the subject line, while version B could have a statement.

Then, you randomly divide your subscriber list into two groups – one receiving version A and the other receiving version B. It is important to ensure that both groups are statistically similar in terms of demographics and behaviour.

After the emails have been sent out, you can track and measure their performance. This could include metrics such as open rates, click-through rates, and conversion rates.

Finally, after a predetermined period of time or once you have gathered enough data, you compare the performance of both versions to determine which one was more effective.

A/B Split Testing Example & The Results

Below is a real-life example of how A/B split testing saved this individual’s email campaign. The specific names and comparison details have been changed for privacy purposes.

An email marketer, let’s call her Sarah, was tasked with promoting a new product launch through an email campaign. She had worked hard on the design and copy of the email and was confident that it would garner a high conversion rate.

However, before sending out the final version to her entire subscriber list, Sarah decided to conduct an A/B split test.

These were her findings and results:

1. Background colour

The first time I tried A/B split testing, I trod lightly. The only difference between my two email versions was the background colour! When my background was plain white (easy and simple on the eye), my click-to-open rate was 29%; but when my background was light grey (perhaps too bold for some), my click-to-open rate dropped to 18%.

2. Call-to-action

Don’t overdo it! Unless your email campaign is promoting articles where readers must click through to read more, don’t include too many call-to-action attempts. In one email version, I added a ‘buy now’ button below every product. In the second version, I only added a ‘buy now’ button below a row of 3 products. Version 2 got a whopping 17% higher click-through rate simply because the call-to-action was less forced.

3. Text length

Some people crave education and information, while quick facts and light reads entertain others. While the answer lies in the kind of target market you are speaking to, I still found that the more text-heavy the email became, the less interaction there was in the later parts of the email, i.e., skipping out on the read more button could lose some readers.

4. Image size

This one is quite obvious but often overlooked. Basically, if your images are too big, your email becomes less compatible across different devices. If your header, or other images for that matter, takes too long to load, your readers will get irritated and leave the email before seeing all your hard work.

These results helped her realise that email marketing requires a balance between design and content. It’s important to find the right balance for your target audience and avoid overdoing it with too many call-to-action attempts or overwhelming them with large images. In addition, keeping text length in mind can help maintain reader interest throughout the email.

Does A/B Split Testing Really Help Improve Email Marketing Efforts?

The short answer is yes.

A/B split testing allows businesses to make data-driven decisions about their email campaigns. By comparing the performance of the two variations, businesses can understand what resonates better with their audience and make informed changes accordingly.

We encourage you to try this method with your own email campaigns. But if you’re not sure where to start, contact a digital marketing agency specialising in email marketing! They’ll be sure to guide you in the right direction and help you achieve your email marketing goals.