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Optimize your newsletter with an A/B test

A/B testing is an ideal way to optimize your newsletter. But what is A/B testing and where do you start? And what aspects can you test in emailings? This lesson provides the answer and gets you started with different variants.

With A/B testing, you turn one expression into two variations. Part of the target group receives the A variant and an equal part receives the B variant. After the test period, the remaining group will receive the winning emailing.

You can test many aspects. For example, the subject line, snippet, images, copy, colors and calls-to-action.

Where do I start with A/B testing?

Before you get started; assess what you actually want to focus on:

Open ratio - Create different subject lines, snippets and consider differences in layout.

Click Ratio and Conversion - Create different calls-to-action. Then consider copy variations, play with image differences, and consider layout here as well.

To test with subject lines, you need two variations, but how do you create them quickly and easily? Use the four basic motivators of fear, greed, status and fulfilment.

In practice, you see all marketers using basic motivators to sell their products and services. So not just in newsletters.

Suppose you have a clothing web shop you can apply the basic motivators in your subject line as follows:

Fear: Be well prepared for summer!

Greed: Also want a nice summer dress? Order today!

Status: New: the summer dress spotted by Chantal Janzen!

DEVELOPMENT: Get inspiration for your ideal summer look.

Some additional tips on coming up with subject lines:

  • Drives to action
  • Personalize
  • Use up to 50 characters
  • Test with symbols

Snippets

'Is this e-mail not a good read? Then click here for the online version' is a common snippet. One that will do little for increasing your open rate, by the way. A good snippet strengthens your subject line, by piquing curiosity even further.

Content

Next, test with different copy. Use the basic motivators, test the difference in results between long and short copy and write from a different perspective. For example, put the reader or your webshop at the center.

Test the importance of graphics and try a different angle for the same thing. Switch between having or not having people in the photo and test with images of people looking at the call-to-action.

Call-to-action

For more clicks, the call-to-action is very important. Test with different variations and pay close attention to what happens when people view the email on a mobile device.

Vary with:

  • background color
  • form of the CTA
  • COLOR OF TEXT
  • Text in the CTA
  • position above or below 'the fold'

Checklist: the do's

  • Try testing something every email
  • Get started easily
  • Always perform A/B testing at the same time
  • Decide in advance what you want to test

Checklist: the don'ts

  • Don't test multiple elements at once
  • Don't limit yourself to just testing your email
  • Don't assume results will always be this way
  • Don't test too small elements