Email marketing campaigns, despite seeming archaic, have phenomenal business potential. They are cost-effective and have excellent ROI. However, many brands and marketers are often dissatisfied with the results. Maybe, the open rates were substandard or the click-through rates were non-existent, or the conversion rates were abysmal. If such problems sound familiar, then fret not, you are not alone. And, the good news is that there is a solution – A/B testing. It is a robust and powerful technique that can help optimize your email marketing campaigns and attain better results. In this blog, we will delve into the basics of A/B testing in email marketing and check out some tools that can help.
What is A/B Testing in Email Marketing?
A/B Testing, also known as split testing, is the process of sending one variation of an email campaign to a subset of your subscriber and a different variation to another subscriber pool. The goal here is to find out which variation of the campaign garners better results. So, you can test out multiple copies of your emails, such as subject lines, content, calls-to-action (CTAs), and more, and gauge the ones that work best for your target audience. Thus, you can improve your email marketing campaigns in due course of time.
Importance of A/B Testing in Email Campaigns
A/B testing in email marketing is very important because it enables you (the brand or the marketer) to optimize your email campaigns and achieve the most fruitful result. After rigorous trial and error, you are able to identify what type of content, subject line, and CTA works best for your target clientele, and thereby bolster the overall performance of your email campaigns in the long run. Thus, your brand can engage better with its subscribers and finally check all the goals, such as increased open rates, click-through rates and conversions.
Without A/B testing, every email campaign you devise is like shooting arrows blindly. However, A/B testing removes the guesswork from the equation and provides you with concrete data on what works and what does not. It is a foolproof tool to polish your email campaigns and get the maximum ROI.
Now that we have touched upon the basics of A/B testing in email campaigns, let us check out some tools that can be helpful.
Tools for A/B Testing Your Email Campaigns
A renowned name in the world of email marketing, Hubspot can help automate your email campaigns and split test them effectively. As Hubspot is based on ‘inbound’ marketing, it does not want people to be interrupted by marketers. Hence A/B testing of emails is an essential component of its tools.
The second tool that can facilitate A/B testing in email campaigns is Sender. It is ideal for eCommerce and small business marketing. Sender helps brands and marketers ‘send’ amazingly catchy newsletters with the help of A/B testing and ensures that they are clickable.
Conclusion
So, there we have it, a crisp overview of A/B testing in email optimization and two tools that can facilitate the phenomenon.
