Email newsletters and campaigns are great ways to generate new and repeat customers. People that choose to sign up for your newsletter are prequalifying themselves to you. They are 'warm leads'.
What more could you ask for?
To capitalise on this it's vital to carry out A/B testing (split testing) throughout your email process. The aim here is to increase conversion rates which leads to an increase in revenue. Usually.
First things first
The first thing you must do is decide what it is you need to A/B test. It's also important to test one thing at a time. Testing many factors gives you unclear feedback.
What to test
Here are a few things you should be testing if you are serious about increasing your revenue.
You'd be surprised how a minor change can see a huge increase in conversions.
It's important to consider which issue is the most important. If no one is opening your emails then A/B test the subject lines. If no one is clicking the link then look at your CTA and the copy.
How to test the list
One question to consider is whether to test the whole list or parts of it.
In most cases, it's better to test your entire list. That way you can get an accurate picture of how your opt-in list responds.
The larger your sample the more accurate your results are going to be. It's important to make sure the split is random too.
The Tools Of The Trade
Most email software has built-in tools for A/B testing.
If your email software doesn’t, you can set one up manually.
Split your list into two lists. Send one version to one list and the other to the other. Simple.
You will need to check results manually, but a spreadsheet will help here.
Checking the Results
Once you've done your split test it’s time to take a look at the results.
There are a few different categories of results you’ll want to look at:
It's important to check the conversion rate too. Even though it's outside of your actual email.
The key here is to make sure your email message is consistent with your website message. This is often something people fail to recognise. Don’t make claims that are not supported on your website for example.
Some final tips
Here are some tips to keep in mind when running an email A/B test: