If you are a growing company or already a large enterprise, how do you decide what is best for your customers or what are their preferences? Moreover, with the diversity in your target market, understanding your customers’ point of view can be difficult. Maybe you have done fair research to strategize customer-centric marketing campaigns. But how do you know that what you think is right for your marketing campaigns, is actually working towards achieving your marketing goal?
Well, with email marketing you get the option to strategize more than one campaign and test all of them to select the one that works best for your organization. Known as A/B testing, this is the mode of analyzing which method of email marketing will guarantee you the most noteworthy ROI.
If you want to improve your brand’s email promoting methods, you must practice A/B testing before you finalize on the email marketing campaign. To help you intensify your brand’s email marketing execution and improve ROI from email showcasing efforts, here are four dimensions of performing A/B tests that you need to follow.
Titles
The title or heading of your email is the first thing that gets noticed by the receivers. They also decide to open your email or not based on it. Thus you need to make sure that the title you created is able to attract the attention of your target audience. To place your customers in an advantageous position, you need to be clear about what is in store for them in your email and the title should serve the purpose. But you also need to test what format of mentioning the information works best for you and your email list.
Content
It is vital to analyze how your email content should be configured as it can have a major effect in commitment rates. Thus, you should test your email content and find out if your audience is more inclined towards video, eBooks, web journals or infographics. You need to distribute the content in two suitable configurations in an A/B test to see which group performs best in your email.
Personalization
The best part about email marketing is that you can personalize it to cater to the unique needs and problems of individual customers. You can A/B test personalized headlines by using the customer data stored in your database to analyze if it is improving the open rates of your email. You also need to check what kind of personalization works best.
Email Frequency
Your email sending time should depend on when your audience prefers opening it. But to understand the right time of sending emails, you need to A/B test your email sending time as it is unique for each business. You can test and compare how your emails perform if sent on weekdays and weekends to perceive how that influences your email’s execution. Also, it is important to realize which time of the day is best to send emails.
A/B testing makes your marketing strategy more customer-driven and productive. It helps increase your email open rates, conversion rates, enhances advertising efforts, improves hierarchical readiness, and item quality. Thus, test your emails and analyze them before you finalize on your marketing strategy.
