Email A/B Variables

What is A/B Testing?

A/B testing is when you take two versions with only one change to two similar audiences to see a difference in performance.

Variables to Test

Don’t have ideas for what to test in your Emails? Here are some variables you can test to increase your open rate. I strongly suggest testing one at a time not to muddle the results.

  1. Time of Day: If your customers or audience is in geographic area. You can test whether specific times of day AM or PM will affect open rate.
  2. Day of week: Sometimes your audience will be more likely to open an email on a monday versus a friday.
  3. Subject lines: Try for variations on subject lines such as
    • Numbers
    • Tone
    • Specific Words
    • Emojis
    • Length
  4. Preview Text: You can change the preview text in many applications. Check if that makes a difference vs subject lines
  5. From name: Who you send it from may matter. Most are likely to delete emails from marketing @company.com rather than a real name.
  6. Personlization: Using their name has been shown to increase open rates. Sometimes it may not work for your audience, as it may be seen as pandering, it depends!

I hope you got some ideas, and of course, never stop creating and trying to improve!

Read my primer here if you want to learn more about A/B Testing.


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