Valentine's Day is almost here, and love is in the air. But the idea of creating two versions of your next email blast or newsletter for A/B testing, also known as split testing, might not exactly have your heart aflutter. So we're here to show you four reasons why your marketing goals and email split testing are a perfect match.
1. It isn't as complicated as it sounds. While it is true that A/B testing involves creating two versions of an email, it doesn't mean making two entirely different versions. Common changes include email subject lines, sender email addresses and small tweaks to the content of the email, like using a different header image or breaking your copy into a bulleted list instead of a paragraph. From fonts to personalization, there are many other small changes you can make to realize the big benefits of split testing.
2. It allows you to test your theories. Have you always thought that your email recipients would respond better to an email featuring pictures of real people in your company than one that uses stock photography? Or have you had a hunch that personalizing the subject line with the recipient's name would outperform an email with no personalization? Split testing lets you test those theories and many more, and get the results to either prove or disprove them.
3. It helps you better understand your audience. Whether you're sending to customers, prospects or a mix of the two, A/B testing gives you a better idea of what your audience prefers. While you may feel like you already know your email recipients and their preferences like the back of your hand, how do you truly know until you test that understanding of their likes and dislikes? Through split testing, you could learn, for example, that while you have always sent emails with statements in the subject line, your audience actually responds better to subject lines that feature a question.
4. It can help you increase conversions. Whether you want recipients to buy your products or services, read your blog article, register for a webinar or download your eBook, conversions are the ultimate goal of every email. While A/B testing isn't a magic bullet for increasing conversions, giving your audience what they really want and respond to in your emails can make a difference in your conversions. The secret is understanding that split testing email isn't a one-time practice; it's most successful when used as a process over time.
Ready to make a love connection with A/B testing? Read more about creating split tests and analyzing the results in ClickDimensions here.