Are your email marketing campaigns performing as well as they should be? The truth is that you can’t be sure unless you’re running A/B testing programs. A/B testing essentially entails splitting your list and sending out two variations of the same message where the “A” message is the control and the “B” is the variation. Then, you track your results around a variety of important metrics, including opens, click-through rates and conversion.
In the instance that the variation performs better than the control, it becomes the new “champion.” By iteratively testing different versions of the same message and comparing performance, email marketers are not only able to perpetually optimize performance of any given campaign but also glean general learnings around success drivers that can be applied to all campaigns across the board.
What types of variations can be tested? Read more ›