Are your email campaigns working as hard as they can for your business? How can you be sure?
Even if you follow every rule, cross every ‘T’, and dot every ‘I’, there may still be elements within a campaign that don’t work as well as they could. But can you spot which elements they are? And do you know what needs tweaking?
One of the most effective ways to tackle this issue is A/B testing. A/B testing is a superb method of benchmarking and measuring conversion and response rates. So it’s worth getting your understanding spot on.
What is A/B Testing?
As an aside, you may have heard it called split testing. But put simply, A/B testing enables you to play off two versions of a campaign against each other, everything else being equal. Small tweaks and differences can then be tested and challenged. And if you stick to just small tweaks, then the key to getting the most out of A/B testing is for those two campaigns to be put through their paces on the same channel. By ensuring that everything else stays the same, you will find the results you get are, first and foremost, more meaningful, and secondly something you can then react to with conviction.
Examples of campaign channels that elicit useful A/B testing results:
- Social media
- Landing pages
- Online advertising
What sort of tweaks and differences between campaigns are we talking about?
Quite often, they are very subtle differences. Anything from just the size or colour of a CTA button, to the wording of a link, or the font used. The main thing is to only tweak one element at a time, for you’ll then be able to draw your conclusions on the effectiveness of every element in a campaign with confidence.
So, with that said, what are the benefits of A/B testing?
The objectives of any campaign tend to be to engage with the audience, convert them into customers, whilst all the time building your brand. How does A/B testing help achieve this?
- It increases customer engagement – A/B testing is the fastest way to work out what works for which potential customer. You’re probably already segmenting your data, but getting that extra chord resonating with each segment is what you’re really aiming for. Trial and error with A/B testing is a sharp way to achieve this.
- It reduces alienating elements – Often a ‘turn off’ will have more impact (though negative) than an attention grabbing headline. A/B testing is a great way to check out new ideas to see what switches people off, as well as what converts them into engaged customers.
- It helps you fine tune your data segmentation – The more detailed understanding you have of your audience preferences, the more you will get out of your data; because let’s face it, that data is a valuable resource! Your aim is to tune in to each group you segment. Your task is to work out how to do that. A/B testing is an ideal tool to use to achieve this.
If you’d like to understand more about how A/B testing could make a significant difference to the effectiveness of your email campaigns, then please do give us a ring. We’d be delighted to take you through things in more detail.