5 Email Marketing Elements to A/B Test

Email marketing is one of the most powerful tools for nurturing leads and driving conversions. But how do you know which email version resonates best with your audience? Here’s where A/B testing, a method used to compare two versions of an email, can help determine which performs better.

By A/B testing your email campaigns, you can optimize elements like subject lines, copy, visuals, and calls-to-action to increase open rates, click-throughs, and, of course, conversions.

In this article, we’re sharing tips to make your emails perform better for you via A/B testing. Stay tuned to learn:

• What is A/B Testing in Email Marketing?
• The Benefits of A/B Testing Your Email Campaigns
• What Can You A/B Test in Your Email Campaigns? (with examples)
• How to Conduct A/B Testing for Your Email Campaign (with steps)

What is A/B Testing in Email Marketing?

Email A/B testing is a method where you send two different versions of an email to segments of your audience to see which performs better, determined by metrics such as open rate or click-through rate.

For example, you might send Version A with a straightforward subject line and Version B with a playful, more casual tone. After running the test, you can measure which version engaged more recipients and use those insights for future campaigns.

The Benefits of A/B Testing Your Email Campaigns

Here’s why A/B testing is a game-changer for your email campaigns:

• Data-driven decisions: A/B testing helps you make decisions based on data rather than guesswork. You can see which variations of your email perform better and adapt your strategy accordingly.
• Increased engagement: Testing allows you to discover what works for your audience, leading to more effective email content that captures their attention.
• Optimized conversion rates: By tweaking elements like calls-to-action (CTAs) or email layout, you can significantly improve your conversion rate and ROI over time.
• Audience Insights: A/B testing reveals how your audience behaves and interacts with different aspects of your email, allowing for more personalized and targeted future campaigns.

What Can You A/B Test in Your Email Campaigns?

A/B testing offers a wide range of possibilities to optimize your emails. Below are some elements you can test:

1. Test Email Subject Lines

Your subject line is the first thing recipients see, and it significantly impacts your open rate. You can test:

• Length: Short vs. long subject lines.
• Tone: Professional vs. casual or playful.
• Personalization: Including the recipient’s name vs. a more general message.
• Urgency: Phrases like “Limited Time Offer” vs. a more relaxed approach.

Email subject line A/B test example:

• Version A: "Exclusive Offer for You – 20% Off All Orders!"
• Version B: "Hurry! Your 20% Off Discount Expires Soon!"

2. Test Email Copy

The content of your email is what convinces your recipients to take action. You can experiment with:

• Tone: Formal vs. conversational.
• Length: A brief message with bullet points vs. a more detailed description.
• Personalization: Addressing recipients by name or tailoring the message based on their past behavior (such as a previous purchase).

Email copy A/B test example:

• Version A: "Act now to enjoy 20% off your next purchase!"
• Version B: "Hi [Name], we’ve got something special for you! Save 20% on your next order today!"

3. Test Email Visuals and Layout

Design plays a crucial role in capturing your audience's attention. Consider testing:

• Images vs. No Images: Do your audience members respond better to image-heavy emails or text-based ones?
• CTA Button Color: Test different colors for your call-to-action button (e.g., green vs. red).
• Email Layout: A single-column layout vs. a multi-column layout.

Email visual and layout A/B test example:

• Version A: A minimalist design with a clean layout and no images.
• Version B: A colorful, image-heavy design that showcases your products.

4. Test Email Call-to-Action (CTA)

Your CTA drives the action you want recipients to take, whether it's making a purchase, signing up for a newsletter, or downloading an eBook. You can test:

• Button Text: "Shop Now" vs. "Get My Discount."
• Placement: CTA button at the top of the email vs. at the bottom.
• Button Size: Larger vs. smaller buttons to see which catches more attention.

Email CTA A/B test example:

• Version A: A large CTA button at the top that reads "Claim Your Offer."
• Version B: A smaller CTA button at the bottom that reads "Get Started Today."

5. Test Email Sending Time and Frequency

Testing when and how often you send emails can also impact performance! 

• Time of Day: Early morning vs. late afternoon.
• Day of the Week: Sending on weekdays vs. weekends.
• Frequency: Testing weekly vs. bi-weekly emails.

Email sending time A/B test example:

• Version A: Email sent at 8 a.m. on a Tuesday.
• Version B: Email sent at 3 p.m. on a Thursday.

How to Conduct A/B Testing for Your Email Campaign

Now that you know what elements you can test, here’s how to run an A/B test effectively:

Step 1: Define your goal(s)

Before you begin, establish what you’re trying to achieve. Do you want more opens? Higher click-through rates? More conversions? Your goal will help you determine which element to test.

Step 2: Choose a test element

Pick one element to test at a time (e.g., subject line or CTA). Testing multiple elements at once can make it difficult to understand which change led to better performance.

Step 3: Split your audience(s)

Divide your audience into two segments randomly. Ensure that the groups are as equal as possible in terms of demographics and engagement history. For example, 50% of your audience gets version A, and another 50% receives version B.

Step 4: Create two variations

Create two versions of your email: one with the control element (your current version) and one with the variation (the new element you’re testing). Or you can create more variations and run a multivariate (MVT) test.

Step 5: Measure the results

Send both versions and track the performance over a set period of time. The key metrics to analyze could include open rate, click-through rate, conversion rate, or bounce rate, depending on your goal.

Step 6: Implement what works

Once you’ve determined the winning version, apply that insight to future email campaigns. Keep in mind that A/B testing should be an ongoing process; continue testing other elements to refine your strategy over time.

Best Practices for A/B Testing in Email Marketing

Without a strategic approach, your test results may be misleading or incomplete, which could lead to less impactful marketing decisions. Here are best practices to follow to make the most of your email A/B tests:

• Test one variable at a time: Testing multiple elements can confuse the results. Stick to one variable (e.g., subject line or CTA) per test.
• Use a significant sample size: The more recipients in your test, the more reliable your results. Avoid making decisions based on too small of a sample. If you have a smaller sample size, consider user testing as an alternative.
• Test Consistently: A/B testing should be part of an ongoing email optimization strategy. Regular testing ensures that your emails continue to improve over time.
• Analyze Results Carefully: Don’t just look at the surface-level data. For example, a higher open rate might not necessarily mean more conversions. Ensure you’re tracking the metrics that matter to your campaign goals.

Ready to improve your email campaign performance? Book a free consultation with our CRO experts to learn how we can help you implement A/B testing and improve your email marketing strategy today.