Tests A/B efficaces pour les campagnes par e-mail

A/B testing for emails, or split testing, is an approach that can be applied to practically any aspect of marketing, particularly email. It is an excellent approach to identify which variations of a marketing message will boost conversion rates, hence increasing your brand’s sales and revenue.

Identifying solutions to enhance conversion rates by even a tiny percentage can significantly impact your bottom line and ROI. The most common mistake email marketers make is growing satisfied with average, or even good, outcomes.

The most effective email marketers are constantly seeking new ways to improve their strategy and never become complacent. Let’s examine the importance of A/B testing for emails and some typical email marketing best practices to help you get started.

Successful marketers stay proactive, always testing and optimizing their approach. Discover the essentials of leveraging mobile-friendly email design et analyser les performances de votre marketing par e-mail to take your campaigns to the next level.

What Is Email A/B Testing For Emails?

A/B testing for emails (split testing emails) is a marketing method in which you send several versions of a campaign to your target demographic. Some members of your audience see the “A” version, while others see the “B” version. It might include anything from subject lines to body copy, offers, and pictures.

Email A/B testing can help you improve your campaigns. Testing two variations of an email will reveal which version your audience prefers.

There are numerous reasons why email is one of the most convenient ways for A/B testing. The biggest one is that email A/B testing includes binary replies, which are simple two-option reactions or actions that recipients can perform. These include actions such as clicking or not clicking a link or opening or not opening an email. Email is an ideal option for A/B testing because it can test the following:

• Subject Line: Testing various subject lines. It opens in a new window to see which one has greater open rates.
• Preheader: A preheader is a line of text that previews the email’s content. So, in this scenario, you can experiment with different introduction sentences to see which one attracts readers’ interest.
• Call to Action (CTA): Testing different CTAs to see which one gets more conversions.
• Content: To evaluate which material resonates most with your audience, test different variations of the email copy.
• Image: Testing different versions of the selected images to see which ones your audience prefers.
• Timing: Testing email delivery times to determine the most responsive time of day or day of the week.

Why Do You Need Email A/B Testing?

With the average person receiving more than 120 emails each day, sifting through the clutter can be difficult. A/B testing provides genuine insight into what works and what your customers respond to, from subject lines to adding individual names to emails to models such as price reductions, free delivery, or personalized, predictive product recommendations.

Testing enables your company to discover what your subscribers want while also turning more prospects into customers.

What Ae Different Types Of Email A/B Tests?

There are a variety of email A/B experiments to try. This list will help you choose which type of email a/b testing is most beneficial for you.

• Multivariate Testing: This form of test enables you to evaluate numerous factors simultaneously, such as the subject line, content, and CTAs.
• Subject Line Testing: This type of test involves comparing various subject lines to see which one generates the most opens.
• Testing The Content: This entails testing various types of content to determine which one generates the most clicks.
• Preview Text Testing: This entails testing various email inbox preview text to see which one generates the most opens.
• CTA Testing: Testing different calls-to-action will reveal which ones generate the most clicks.
• Email Template Testing: Test different email templates to see which one generates the most engagement.
• Testing The Email Design: Testing multiple email message designs helps to understand which one generates the most engagement.
• Personalization Testing: Consider testing different levels of customization to see which one leads to higher engagement.
• Timing Tests: This sort of test compares different times of day or days of the week to see which one generates the most opens and clicks.

A/B Testing Ideas Examples

The flexibility of A/B testing for emails is what makes it so appealing. You may optimize your stratégie de campagne emailing by testing numerous variables, including email subject lines and design elements:

Testing subject lines is essential because they are the first thing a recipient sees, making them an important element in determining whether your email is opened. Testing alternative subject lines can help you decide which language, tone, and even email copy length are most effective with your target. For example, you can contrast subject line length or question-based subject lines with statement-based ones.

• “Do you need a holiday? Choose one of our new vacation specials.”
• “New holiday deal made for you.”

Comparing your email layouts and designs can have a major influence on readability and indicateurs d'engagement. A/B testing allows you to evaluate which templates and visuals are more effective for your target demographic. Test several email formats (plain text vs. HTML), layouts (single vs. many columns), and graphic features (pictures, gifs, emojis).

Evaluating the Call-To-Action button is the key to conversion. You may optimize your CTA button by testing multiple variants, such as color, size, wording, and placement, to drive the most clicks.

Experimenting with personalization in email marketing can be transformative for small businesses. Whether it’s utilizing the subscriber’s name in the subject line or adapting the email content to their preferences, A/B testing can help you learn how to customize your emails for more engagement effectively.

Whatever idea you come up with, the ultimate goal is the same: to constantly optimize your email style and content for increased engagement and a lower risk of unsubscribes.

10 Effective Practices For A/B Testing In Email Campaigns

A/B testing for emails marketing might require a significant amount of time and effort. It’s essentially like running tiny behavioral science experiments on a regular basis. If you’re just getting started or a seasoned pro, here are a few key practices to keep in mind while testing your email marketing program:

1. Set Clear Goals

Setting specific objectives is critical for a successful email A/B testing campaign. Clearly defined objectives assist you in determining which variables to test and what outcomes you hope to accomplish.

For example, if you want to increase your email open rate, you may try several subject lines to determine which one creates the highest open rate. On the other side, if you’re testing subject lines, you could want to boost open rates by 10% or more.

2. Isolate The Test Variables

To ensure successful A/B testing for emails, test one variable at a time. This is the only method to determine how effective that variable is accurately. Let’s imagine you want to increase your clicks. In your single test, you try a variety of call-to-action button designs as well as email body pictures.

Even if you do see an increase in clicks, how will you know what triggered that behavior? Short answer: you will not be able to. Isolate variables for each test you run so you know exactly which variables produce the results.

2. Always Use The Control Version To Test Against

A “control” or default is the initial form of the email you would have sent, regardless of whether you were testing anything. This will give you a reliable benchmark to compare your results to.

The importance of having a control version stems from the fact that there are always “confounding variables” or variables over which you have no control that affect the validity of your test. A complicating element could be that one of your email recipients is on vacation and does not have access to the internet throughout your test.

Testing against a control version eliminates as many complicating variables as possible, allowing your results to be more accurate. A control version will also be a simple variable to compare findings against. Without a baseline to compare against, it is difficult to determine the real lift that the test version has generated.

3. Test Simultaneously

Timing is crucial, particularly in e-commerce marketing. Throughout the year, retailers undergo seasonal highs and lows. To account for seasonality, changes in customer behavior, and changes to your product catalog, run your tests concurrently.

Bluecore will handle this for our customers by dividing audiences and randomly administering tests.

4. Check If The Data Are Statistically Significant Before Announcing A “Winner”

Returning to the analogy of A/B testing for emails to science experiments, you want to ensure that the results you discover genuinely signify anything before incorporating them into your email marketing plan.

In statistics, for results to be meaningful, they must be “statistically significant.” To determine statistical significance, we utilize a “p-value.” This shows the likelihood that a random chance or error might explain the outcome you discovered.

A p-value of 5% or lower is typically deemed statistically significant. Depending on how many emails your triggered email program sends, it will take a few weeks for your results to reach a p-value of 5% or below.

5. Continuously Challenge With Fresh Tests

A/B testing can be used to optimize nearly every aspect of an email. Get creative with your variables and continually attempt to think of new things to test.

Consider your topic line as an example. Several variables can be examined inside a single email, including length, urgency, mention of a promotion, and usage of the recipient’s name, among others.

Trends and audience behaviors change all the time, so marketers must constantly examine and alter their plans in order to thrive. The better you get at testing and emailing, the more revenue your organization should generate.

6. Test Using Multiple Email Clients!

Bluecore allows brands to preview and test functionality in campaigns. Examine various devices, operating systems, and email clients to see how the emojis will appear. Send a test email to yourself and test it in multiple email applications and browsers. This technique is quite laborious, but it may be useful if you’re testing a certain email client.

The more popular emojis may perform better across many inboxes. Because they are used frequently, their inbox rendering support may be broader.

7. Define Your Audience

You must first determine which audience should receive which email and then distribute them randomly. Behavioral data is crucial when it comes to selecting the correct target audience and developing successful experiments.

In general, the more detailed you are in segmenting the demographic you want to target, the better your results will be.

8. Manage Your Data Properly

Ideally, you should base all of your email marketing decisions on facts. Unfortunately, depending on how many emails you send, tracking tests and maintaining data can become overwhelming. It’s critical to select an email marketing platform that will simplify your workload.

Remember that it’s okay to seek assistance.

9. Identify What Motivates Your Audience

Understanding your audience’s interests, pain areas, and demographic information is crucial for maximizing the success of your email advertising. Knowing what motivates your audience allows you to personalize your email content to their requirements and tastes, resulting in increased engagement rates and more sales.

For example, if your audience consists of busy professionals, experiment with different send times to see when they are most likely to engage with your emails. After you’ve tested several variations of your email, solutions like Sales CRM make it simple to generate a shareable template that you and the rest of your team can use for their next campaign.

10. Be Patient

It may be tempting to make modifications before your campaign is complete, but this defeats the objective. It would be best if you let your tests run until they reach statistical significance. Do not alter live tests!

Split Testing Emails Can Help You Improve The Performance Of Your Campaigns

A/B testing for emails is a useful tool for optimizing and personalizing your email marketing and increasing your ROI. Understanding the fundamentals of setting up an experiment, selecting variables for comparison, and analyzing results will allow you to harness the potential of split testing emails for more effective campaigns.

With the appropriate tactics in place, you can enhance success rates and make your emails as successful as possible. So don’t delay; start testing immediately and experience the results for yourself!