Monday, 22 August 2016

How to Go About Testing Your Company’s New Personalized Email Campaign

Before you launch a new personalized email campaign, it is highly recommended to put it through testing first. After all, how can you know if a certain approach will achieve what you hope it would for your business of either retaining long-time customers or catching the eye of new ones? Now, there are many ways to test an email campaign but the A/B testing method is the ideal choice for finding out what kind of email yields the most engagement from customers.

The Basics of A/B Testing

In A/B testing, your company will send two slightly different versions of an email to your target audience. The differences between the emails might be little details or major elements but remember that testing must be done one at a time to get conclusive results. Audience groups A and B must also be split randomly so each group has a good sample of visitors. 

The first thing you should do before starting an A/B testing is to determine which elements will be tested. Normally, these elements would have the biggest impact when it comes to conversion. These could be your call to action, the closing text, the headline, the subject line, images used or even the body of the text. After that, decide how many of your audience you would want to send the test emails to. Just keep in mind that the larger your test sample is, the more likely you are to get accurate results.

Compare and Analyze

Of course, the end goal of the test would be to find out if the new direction you intend to take will actually work. Once you get back the results, compare the open rate, click-through rate and conversion rate. More testing might be necessary if you don’t see conclusive results or if the emails don’t get as many conversions as projected. If you are satisfied with the numbers you see, keep track of the elements that worked well and then implement them to your new strategy. 


How to utilize A/B testing in email, HubSpot

A Beginner’s Guide to A/B Testing: Email Campaigns That Convert, KissMetrics

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