Improve Your Email Marketing with These A/B Testing Best Practices
A/B testing helps the email marketers to find out which of two email campaign options is the most effective in terms of encouraging opens or clicks.
Sujan Patel has shared five A/B testing best practices that can help you to improve your email marketing ROI.
VWO blog contributor Patel says, “The best practices described below represent the foundation of an effective A/B testing program. If you’re already familiar with the general structure of A/B testing campaigns, feel free to skip to the next section. Otherwise, make sure you’ve mastered these basics before increasing the complexity of your program.
- Set a control version against which tests can be run. Don’t just pitch two random emails against each other, then start fresh with two new emails. Always have a control version (often, the winner of previous tests) so that you’re working off of baseline performance values.
- Test a single variable at one time. If you change five variables in each email version you send out, you won’t know which of your changes actually contributed to any performance improvements you see”.
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