What is A/B testing in email?
A/B testing is sending two versions of an email, differing in one element, to similar audiences to see which performs better.
Test one thing at a time, such as subject line, offer or send time, and judge by clicks or revenue rather than opens. Make sure each group is large enough that the difference is not just noise.
Keep a log of results, because the value comes from learning what your audience responds to over many tests.
A worked example.
A store tests a short subject line against a long one on equal audiences, with everything else the same. It repeats the test on three campaigns before concluding that short lines earn more clicks for its audience.
Common mistakes.
- Changing several things at once
- Declaring a winner from a tiny sample
- Deciding on open rate
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