Once your time-frame is over the ‘winning’ version will rolled out automatically, to the remainder of your database. You then broadcast your newsletter as normal, except in this instance three different versions, each with a differing subject line, will be mailed. Typically this involves selecting the number of splits and the ‘winning’ factor (in this case Opens). Using the A/B Split Test feature in your the email solution that you have (if your ESP doesn’t have this feature then it’s definitely time to take a look around at other providers on the market!) you should decide on a simple subject line test – running three different subject lines against each other. Since performance ultimately rests on how many people read your message, testing the mail from and subject lines is a great place to start. If you aren’t testing any elements at the moment then its a good idea to start small, use A/B split tests on the obvious factors. There’s a lot of elements to be tested, where on earth do I start? Even the colour and shape of your CTA buttons will affect the performance of the email newsletter. Once opened, timing of the send and the layout of the content will determine engagement with your message. The m ail from and subject line will have a key influence on whether your email is actually opened by the recipient. There are many elements that make up your email message and each has it’s own effect on the performance. Sounds fair enough, how do you put this A/B Split testing into practice? Which is, after all, what we are all looking for – better results, improved ROI, simplified processes. If you can speed up the evolution process then your strategy can only grow and improve at a faster rate. Your programme arrived at its current stage by being tested on some level during its development. To always be testing should be one of your (many) email mantras. Whilst the digital world enables us to be agile and disruptive, pushing boundaries, a safe way to evolve your email marketing strategy exists and it’s more than likely already at your fingertips – multi-variant split testing (or simple A/B Split testing). Dare you put all your eggs in one basket with your weekly newsletter? What if the new tactic doesn’t improve results, or worse, performs less well than the tried and tested usual way? Aside from the resource hurdle there’s the risk factor too. In the always busy world of email marketing it can be difficult to make time to try out new approaches, talk to your audience in a different way. ![]() A few more social shares and the reach of your brand is significantly increased. The conversions are always good, so you are confident that what you’re doing is right – it’s working well, after all.īut, could it be better? A small increase in conversions could mean a big uplift in revenue generated. ![]() The weekly newsletters are doing well, lots of opens and a good click through rate. In fact you’ve been focusing so hard on the content that you haven’t really had the time to take a step back and reflect on your overall email strategy. It’s looking good, the content is fresh and relevant, you’ve got something to say to your readers. It’s been a busy day, you and your team have been working hard on this week’s email newsletter. ![]() Evolve your email marketing with A/B Split testing
0 Comments
Leave a Reply. |