A/B Testing for Emailers

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 Hi readers!

Welcome back.

In this blog, I have brought forward the concept of A/B Testing and some tips for writing your email content:

  • What is A/B Testing?


"A/B Testing essentially means creating two variations of the emailers and sending it out to a set of people and observing which one is yielding the better result".
 

A/B Testing
It is called A/B Testing, because there are two versions - A and B and which ever one gives you the better result, you should use that version and send it out to the entire population or email list. For instance, if you have an email list of 1000 people, you can first test them by sending out those mailers to 100 people (50 people each for both versions i.e. A and B), then see which one of those gives you the better response and then send out that email to the rest of the 900 people.

In A/B Testing, all the components can be tested. So, some of the most popular components which can be tested are as follows:
  1. Headline: It is the most tested component of any email, so you should create and test multiple headlines. A lot of studies have told that people read emails just by reading the headline. Therefore, it is the most important part of an email and you should test multiple variations before finalizing out your heading.
  2. Content: Similarly, you can test out content of the email.
  3. Images: Similarly, you can test out multiple images.
  4. Sending Time: Similarly, you can test out the time of sending your emails like one in the morning and the other in the evening. You can also test out the days like the week days or the weekends and check out which of the following is giving you the better response.
You can compare the results of your tests on the basis of these parameters or KPI measures: Open rates, Click through rates, Bounce rates, Un subscribers, Traffic generated and Sales generated.
An advanced form of A/B Testing is also known as Multi-variate Testing, in which rather than testing two components and versions, we can test multiple components and versions at the same time.
  • Tips for Writing Emails
  1. Personalize Emails: You must try to personalize with the email receivers to the extent possible. For instance, you should definitely use their first names like "Hello Hritik", etc.
  2. Make Room for Brand Consistency: There are some brand colours like every brand has it's own colour associated with their logos, font sizes, etc. So make sure all those elements of branding are used in the emailer as it should not look as if it is sent differently.
  3. Clean Call to Action: Ideally, the emailer should only have one call to action and it should be clear like a button so that the visitor or people can understand what the email is all about.
  4. Easy Option to Unsubscribe: You need to give them an easy option to unsubscribe as it is frustrating when users receive an email but doesn't know how to subscribe or unsubscribe because you don't want unhappy email receivers.
  5. Introduce Urgency: You should give them some offers that closes in 24 hours, 2 days, 3 days, etc. This is the best kind of an email which makes the email receiver respond or react immediately.
  6. Mobile Friendly: You should ensure that your email is mobile friendly as more than half of the people check their emails via mobile devices.

See you until next time:)

Regards, 

Hritik Wahi



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