Although it is very clear that e -mail marketing is one of the main tools to increase sales and connect with customers and potential customers , many companies disregard this channel because they have not been able to obtain the expected results. In order to accurately know the preference of our leads, we can use A/B tests with which we will know the effectiveness of your email marketing campaigns through two or more variables.
But of course, while A/B testing is a great way to compare the effectiveness of your emails sent to your subscribers, there are certain recommendations to ensure that they are carried out successfully and that you achieve reliable results.
Today we will give you some tips to ensure that risk managers email lists your A/B tests have the key elements that you can integrate and obtain the data you need to improve your campaigns and achieve the brand objectives you have set.
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Essential elements for A/B testing
Evaluate secondary changes
Measure all the results that your test throws up
Randomly split subscriber groups
Sample size and duration of A/B tests
Essential elements for A/B testing
When creating an A/B testing campaign, it is best to create a single email , in which you will only modify a few specific elements, since with this strategy you will be able to accurately analyze the results of the changes you have added to your campaign.
While there will be a lot of data you want to verify in your A/B tests, it is also advisable to run one test at a time , otherwise your results may not be objective.
Other general recommendations for creating A/B tests in your eMail Marketing campaigns are:
Evaluate secondary changes
While it's reasonable to think that big changes can more easily increase your click-through or open rate, small details are sometimes just as important to increasing the success of your campaigns. If you're creating A/B tests, remember that even changing an image or integrating an emoji into your campaigns can create noticeable improvements.
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Measure all the results that your test throws up
While you may be creating A/B tests with the goal of increasing your click-through rate, you may discover with this strategy that perhaps an email with fewer clicks produced a higher number of conversions.
When creating A/B tests, consider how other measurement criteria have been affected .
Randomly split subscriber groups
If you want to achieve conclusive results, you will need to test two or more identical audiences. To do this, you should divide your subscribers in the most natural way possible; a random way will give the best results.
Sample size and duration of A/B tests
Of course, to get a reliable measurement you will have to wait until you have enough results and compare whether there are significant differences between both results . The sample size and duration of the A/B tests will of course depend on the size of your company and also the size of your subscriber list.
In fact, if you want to get statistically significant results from a small list, you'll probably need to test 80% of your list and split it by giving each half a variable.