You send out email marketing campaigns but the results just aren’t there. Low open rates? Click-throughs that leave you wanting more? We get it.
Creating emails that truly connect with your audience can be tricky. But email marketing A/B testing is the perfect way to see exactly what makes your subscribers react and take action.
This guide is your ultimate crash course in email marketing A/B testing. We will break down what it is, why it is so important, and give you a ton of ideas for things you can test in your emails.
What Is Email Marketing A/B Testing?
In email marketing, A/B testing or split testing is a way to compare 2 versions of your marketing emails to see which gets better results.
Here’s how it works: You take one element of your email and create 2 versions of it. Version A is your original and Version B is the one you want to test. Then, you send both versions to a small portion of your email list. This is your test group.
After that, you track the results to see which version performs better. This will help you understand what your target audience likes so you know which part you can improve your email marketing strategy.
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Why Is Email Marketing A/B Testing Important
Believe it or not, simply testing different versions of your emails can give you a 28% higher ROI. Intrigued? Keep reading to learn why A/B testing your emails is the edge you have been missing.
1. Increases Open Rates
Subject lines create the first impression. So they have to be catchy. A/B testing different subject lines lets you see which ones grab attention and get people to click “open.” The more eyes on your email, the better chance you have of getting your message across.
2. Improves Click-Through Rates
So people are opening your marketing email – that is a great start. But are they clicking on your links and taking the next step? A/B testing multiple elements within your email, like calls to action or button designs, can show you what resonates most with your audience. More clicks mean more people are engaging with your offer or website.
3. Boosts Conversion Rates & ROI
The ultimate goal of an email campaign is to get subscribers to convert. That is exactly what email split testing helps you with. It lets you create email campaigns that convert more subscribers into paying customers or engaged users.
4. Helps Understand Audience Preferences
Your subscribers have different preferences. A/B testing lets you get inside their heads a bit. You can see what resonates with them the most. Maybe one subject line gets more opens or a certain call-to-action has more clicks. These customer behavior insights help you create email marketing campaigns to match what your audience actually wants, rather than just guessing.
5. Decreases Unsubscribe Rate
If your subscribers start feeling that your emails are more annoying than helpful, they will simply unsubscribe. A/B testing helps you reduce this unsubscribe rate. You will be sending emails they actually want to read, which goes a long way in keeping them engaged and happy.
How To Run Email Marketing A/B Tests
Almost 59% of consumers say well-crafted marketing emails can sway their buying decisions. That is a huge chunk of potential customers you might be missing out on. So can you use A/B testing to craft those winning emails? Let’s find out.
A. Set Goals & Objectives
The first step is figuring out exactly what you want to achieve with your email marketing efforts.
- Are you aiming to get more people to open your emails?
- Click on a link?
- Sign up for a service?
Ask yourself these questions and you will get clarity on your goals.
Let’s explain this with the example of this property management company. Suppose they want to increase the number of leads using email marketing. That will be their goal.
But to run a good A/B test, they have to be even more specific.
They can set a target of a 15% rise in website visitors who request a property viewing within 2 weeks of launching the A/B tested email campaign. That will be their objective – a smaller, more measurable target within your overall goal.
With this objective in mind, you can now move to the next step.
B. Form A Hypothesis
Now that you know your target, it is time to formulate a hypothesis. A hypothesis is your educated guess about what will work better. Back it up with your understanding of your audience and past email performance.
In hypothesis, you are basically saying, “I believe that if I change X in my email, then Y will happen.” These X and Y are the things you will be testing.
Let’s say you just started learning how to sell digital products online. Now what makes this niche business a great example of this step is that digital products don’t involve physical delivery. So the only way you have is to highlight the product’s value and benefits through email content.
You noticed that your open rates are low. Here’s how you can form a hypothesis:
- Current Situation: Low open rates for emails promoting new ebooks.
- Possible Reason: People might be missing the incentive to buy the ebooks in the subject line.
- Hypothesis: If I change my subject line from ‘New ebooks available!’ to ‘Get 20% off your next ebook purchase!’, the email with the discount offer will have a higher CTR.
If you’re unsure how to create effective hypotheses or don’t have the time to run tests yourself, you can always outsource testing to experts. Some companies offer fully managed A/B testing services, while others provide dedicated testing support as part of a broader outsourced QA or test management solution.
C. Choose The Element To Test
There are many elements in an email that can be tweaked and each will have a different impact on your email’s performance. Choosing the right one depends on your goals. Let’s understand this with an example:
Imagine you run a cosmetics store and want to increase the click-through rates in your emails promoting a new lipstick line. You could test different versions of the email with:
- Email Subject Lines: Try a clear and concise subject line mentioning the new lipsticks (“Introducing Our Bold New Lipsticks!”) versus a more intriguing one that sparks curiosity (“Get Ready to Kiss the Ordinary Goodbye”).
- Call to Action Buttons: Test a button that simply says “Shop Now” against one with a stronger call to action, like “Try Your Perfect Shade Now!”
- Hero Image: See if showing a single bold lipstick shade in the hero image performs better than featuring a collage of various shades.
Now we will get into more details about which elements you can test later on in this article. But for now, focus on pinpointing the one aspect you think will have the biggest impact on your email’s success.
D. Segment Your Email List & Choose A Sample Size
Divide your entire subscriber list into smaller groups based on specific characteristics. It could be anything – demographics, interests they have shown in your past emails, or even their behavior on your website.
This way, you can send targeted emails that are more relevant to each group’s interests and needs.
Let’s say you run a job portal like this one that helps graduates find relevant internships and send targeted emails, you would have to segment your recipients. First, divide your list by field of study, so this is how your segmentation would work:
- Segment 1: Graduate students interested in engineering internships.
- Segment 2: Graduate students interested in marketing jobs.
- Segment 3: Graduate students interested in roles in professional business services.
Now it is time to pick a sample size for your A/B test. This is the number of subscribers from each segment who will receive each version of your email. A good rule of thumb is to use between 10% and 20% of your segment.
So if you have 10,000 subscribers total, segment your list into 3 groups mentioned earlier, with roughly 3,333 subscribers in each segment.
For your A/B test, you could then choose a sample size of, say, 20% from each segment. This means you will send Version A of your email to 667 engineering students, 667 marketing students, and 667 business development students. You will do the same for Version B, sending it to another 667 from each segment.
The point here is if you have a good representative sample from a carefully selected segment, the results you get will accurately show how your entire segment would respond to the final winning email.
E. Determine The Test Duration
Different industries have different email-sending frequencies. For instance, a fashion and apparel eCommerce company might send emails daily while a SaaS firm might send monthly newsletters.
The more emails your audience typically receives, the shorter your test duration can be. They are used to seeing emails from you so gathering data will be faster.
Similarly, test duration will also vary with the goals and objectives. Each goal requires a different amount of data to analyze. Generally, opens happen quickly so you can see results sooner. Clicks and conversions take longer, so you need to run it for a longer period.
Here’s a quick rule of thumb:
- High-engagement Industries (eCommerce, daily deals): Aim for 3-5 days.
- Medium-engagement Industries (B2B, SaaS): Run the test for 5-7 days.
- Low-engagement Industries (finance, insurance): Test for 7-10 days or even longer.
- Focusing on Open Rates: Look at results within 24-48 hours.
- Focusing on Clicks and Conversions: Give your test 5-7 days, possibly extending to a full week or 2 depending on your industry.
F. Analyze The Results
Now you have to figure out which version resonates best with your audience. Look at the results from both versions of your email. Pay close attention to the metrics you defined earlier.
You also should determine if the differences in performance between the 2 versions are statistically significant. This means making sure that the results aren’t because of chance. Also, look for patterns in the data.
Take note if one version consistently performed better across different segments of your audience. Pay attention to any common themes that can help you improve future email campaigns.
Let’s put this into perspective with an example. Imagine you are running an A/B test for a quality management SaaS company. This test is for the subject line of a campaign promoting a new product feature. Version A used a benefit-driven approach while version B took a more curiosity-sparking route.
After the campaign ended, you examined the results. Version B had a slightly higher open rate, but was the difference statistically significant? Using your email marketing platform’s analytics, you discovered it was. You also saw a pattern: Version B performed particularly well with subscribers who hadn’t opened recent emails.
This showed that a curiosity-driven subject line not only increased opens overall but also re-engaged lapsed subscribers. Now summarize your learnings – what worked, what didn’t, and any audience preferences you discovered. This will be gold for future email campaigns.
8 Email Marketing A/B Testing Examples & Ideas For Maximizing Results
You can test subject lines to CTAs, but knowing where to focus your efforts is key to A/B testing. Here are 8 A/B testing ideas that you should be running right now.
1. Subject Line Variations
Ever heard the saying “You never get a second chance to make a first impression”? That applies to emails too. Your subject line is the first thing subscribers see and studies show that 47% of subscribers open email based on your subject line.
So it needs to be good enough to entice them to open your email. You can try tweaking the length, tone, or specific words used.
Imagine you run a men’s shoe company. You want to send an email promoting your new line of sneakers. Instead of sending one generic one, you can create a few variations and test subject lines against each other using A/B testing.
Here’s an example:
- Version A: Unleash Your Style: New Sneakers Arrived!
- Version B: Limited Stock! Grab Your Perfect Pair of Sneakers
Both versions are clear and mention the new sneakers. Version A uses stronger action verbs like “unleash” and “arrived” to create excitement. Version B uses scarcity tactics with “limited stock” to make the offer seem more exclusive.
2. Call-To-Action (CTA) Button
The CTA button is the heart of your email. It tells subscribers exactly what you want them to do next. But a lackluster CTA button won’t get the job done. Consider these elements of your CTA button when doing A/B testing:
- Color: A bright, contrasting color makes your button stand out. Different colors can have different associations and impacts. Choose the one that suits your needs the best.
- Size: A button that is too small is easy to miss. Make it large enough to be easily clickable.
- Placement: Put your CTA button in a prominent spot, like above the fold or at the end of your email.
- Content: The text on your button should be clear, concise, and action-oriented.
Imagine you run a company offering air travel deals. You are sending an email with amazing discounts on flights to Europe. Here’s how you can A/B test your CTA button:
- Version A: Red button with white text saying “Book Your Dream Vacation Now!” (centered at the bottom).
- Version B: Green button with white text saying “Explore Europe: Find Deals Here!” (placed at the end of the email body).
This helps you see which button gets a higher CTR. Remember, even small changes in your CTA button can make a big difference in your email marketing results. So test different options and see what works best for your audience.
3. Email Content Length
Length matters in email marketing – for both the subject line and the content itself. Too short, and you might not convey your message effectively; too long, and you risk losing your reader’s interest.
Let’s explain this with an example of a meal planner app. You want to send a newsletter with tips on creating healthy meal plans.
- Version A: Content highlights the benefits of meal planning (saves time, money, healthier choices). A strong call to action to download the app and access free meal plans.
- Version B: Content includes tips for creating a grocery list, dealing with dietary restrictions, and incorporating leftovers. It also includes a link to a page that explains the meal planning process as you will find here, and a discount code for premium features in the app.
Track which version gets more opens, clicks, and app downloads. This data will help you determine the ideal content length for your audience.
4. Preheader Text
The preheader text is the short snippet displayed next to the subject line in many email clients and mobile devices. Don’t waste this prime real estate! A/B test different preheader text options to see what grabs attention and entices subscribers to open your email.
Let’s say you run a company selling smart home products. Your subject line might be “Automate Your Home for Effortless Living.”
- Weak Preheader: “This email has information about our products.” (Bland, doesn’t add value).
- Strong Preheader: “Unlock convenience with smart lights & thermostats. See how inside!” (Intriguing, highlights specific benefits).
Test which preheader text has a higher open rate. The winner becomes your go-to approach for future email campaigns.
5. Sender Name
Having the correct sender name is the most important factor for email opens – nearly 46% of recipients decide to open an email based on it. The sender name is more than just your company moniker. It is the friendly face or familiar voice introducing your email. People are more likely to open emails from recognizable names.
Test using your company name, a specific person’s name (like the CEO), or even a mascot if it suits your brand.
Imagine a company specializing in personalized pet food plans. They want to see if a friendly face can boost open rates. Here’s their A/B test:
- Version A: Sender name – “Tailored Treats from [Company Name].
- Version B: Sender name – “[Pet’s Name]’s Happy Food Plan”. This one is personalized with the pet’s name.
By A/B testing these sender names, the company can see if the friendly touch gets more opens compared to the straightforward company name.
6. Send Time
People check emails at different times. There is no magic “best” time but A/B testing can help you discover when your audience is most receptive. This can vary depending on your audience’s habits, time zones, and industry.
Let’s say you sell unique handmade crafts. You can test sending emails at:
- Morning (e.g., 9 am): Catches people browsing before work.
- Evening (e.g., 7 pm): Reaches them when they are relaxing.
See which time gets more opens and clicks. This helps you schedule future emails for maximum impact.
7. Email Design/Layout & Use Of Images
The design and layout of your email can significantly impact how subscribers interact with it. A clean and organized design makes it easy for subscribers to find what they are looking for and take action.
Here’s a great A/B testing example for design: Let’s say you are a children’s toy company. You want to test if a single-column layout showcasing one hero product with a clear CTA button performs better than a two-column layout featuring multiple toys.
- Version A: Single column with a large, high-quality image of a must-have toy. The headline clearly highlights the toy’s benefit (e.g., “Spark Creativity with Our Award-Winning Building Blocks!”). A prominent CTA button sits below the image, inviting subscribers to “Shop Now!”
- Version B: Two-column layout showcasing several toys from different categories. Each toy has a smaller image and a brief description. A smaller CTA button like “Learn More” appears next to each toy.
This way, you can see which layout gets more clicks on the CTA button.
8. Use Of Images
Eye-catching images can make a huge difference in your email’s impact. They break up text, grab attention, and showcase your products. Try experimenting with product images, lifestyle photos, illustrations, or even user-generated content to see which types of visuals drive the most engagement.
Let’s assume that you own a watch company. You are sending an email promoting a new line of luxury watches.
- Version A: You use a single hero image showcasing a close-up of the watch face with intricate details.
- Version B: You use a collage of images featuring the watch worn in different settings – a formal event, a casual outing, and close-up shots highlighting specific features.
This lets you see which image resonates better with your target audience. Maybe the close-up highlights the watch’s quality but the lifestyle images create a sense of aspiration and motivate viewers to imagine themselves owning the watch.
5 Best Practices For Email Marketing A/B Testing
Just wishing on your A/B tests isn’t enough. To maximize your results, you need a strategic approach. Here are 5 best practices to ensure your A/B tests deliver clear winners.
1. Test One Element At A Time
Make sure you are only changing one thing at a time. This could be the subject line, the call-to-action button, the images, or the body copy. This way, you will easily identify what impact it has on your email’s performance.
If you change multiple things at once, it becomes difficult to pinpoint which change caused any improvements or declines. So keep it simple and test one element at a time.
2. Use A Control Group
A control group is your benchmark. It is the group of subscribers who receive the standard version of your email without any alterations. This group helps you compare the performance of your variations against a stable baseline.
Without a control group, you wouldn’t have anything to measure your changes against. This will make it harder to determine if your tweaks are actually making a difference.
3. Ensure Your Sample Size Is Statistically Significant
Make sure you have enough data to draw reliable conclusions. If your sample size is too small, the results might not be statistically significant, meaning they could be because of chance rather than actual effectiveness. Most email marketing tools will help you calculate the ideal sample size for your campaign.
4. Use Automated Tools For A/B Testing
A/B testing can get repetitive. Email marketing tools offer built-in A/B testing functionalities. These tools automate the process and let you define variations, split your audience, and track results – all within the same platform. This saves you time and ensures consistency across tests.
5. Hire The Experts
If you are not confident in your A/B testing skills or simply don’t have the time to manage it yourself, you can hire email marketing experts to handle it for you. They can design effective tests, interpret results, and provide ongoing recommendations to optimize your email campaigns.
Conclusion
Email marketing A/B testing is one of the best tools you have for improving your campaigns. Each test helps you better understand your audience and what resonates with them. Over time, you’ll gain insights that not only boost engagement but also improve your overall marketing strategy.
Remember, testing is a journey, not a one-time task. Even small tweaks like a subject line or button color can lead to big results, so don’t be afraid to experiment. The key is to focus on one element at a time, measure your results carefully, and keep learning from the data.
With consistent effort and a willingness to adapt, you’ll create email campaigns that not only stand out but also drive meaningful results for your business. Start small, stay curious, and watch your email performance soar.
