Clark told litmus live london 2017. Email a/b testing was a recurring topic at all three litmus live events last year. , as well as this one. Year. It's no surprise, as it's one of the most powerful opportunities for email marketers to iterate and improve their campaigns. A/b testing can help you uncover high-impact changes in your subject lines, email design, landing pages, and more. How big can the gains be? "E-commerce brands that a/b test their emails generate 20% more revenue on average." —alex kelly (mailchimp) at litmus live 2017 tweet this quote → to a/b test your emails, simply present two variations to two different groups of your subscribers and then listen. The metrics will tell you their preference, which you can then act on either in the short term by
Sending the winning variation to a larger portion of your audience, or in the long term by applying that preference to future campaigns. Sounds simple, and to company mailing list some extent that's thanks to email service providers and testing software vendors who have rolled out features that make email a/b testing much easier to perform than in the past. . However, it's also pretty easy to mess up your email a/b testing and come to the wrong conclusion or completely undermine your results. To avoid this fate, here are 13 tips that will help you get the most out of your email a/b testing:1.
Test your automated and transactional emails, not just your broadcast and segmented emails. Nearly 39% of brands never or rarely a/b test their broadcast and segmented emails, according to litmus' 2018 state of email survey. Less than a third of brands include an ab test it's a missed opportunity, but there's still more money on the table when you look at automated and transactional emails. More than 65% of brands never or rarely a/b test their automated emails, and 76% never or rarely a/b test their transactional emails. The vast majority of brands rarely or never ab test their triggered emails it's a shame because while a/b testing your broadcast and segmented emails gives you a competitive advantage,