Marketers need to determine the effectiveness of future and ongoing email campaigns to achieve a higher impact. A/B testing is one of the most effective methods to ensure how prospects and customers will respond to email messages. It enables marketers to separate specific differences between the two versions of the same emails.
A/B testing is performed by splitting the email list into two segments and then sending one version of the email to one segment and the other version of the email to another segment. As soon as emails are sent to both segments, marketers can monitor, measure, and determine the version that is performing better than the other one.
Here are five A/B test techniques which will boost your marketing campaign:
Split the Main CTA Into Deeper Links
You should always emphasize the main call-to-action phrase or button because this element is more capable of increasing sales conversions. You can improve conversions and click-through rates of email campaigns by breaking the main call-to-action into multiple series of “deep links,” which can allow a customer to move further deep into the funnel.
Test Different Variants and Sequence of Links
Emails that contain multiple secondary links provide customers with various options to get them to navigate through different ways through the sales funnel. Thus, marketers need to not only test whether to eliminate some links, but also the sequence and content of those secondary links to see which can increase sales conversions. A/B testing performed on the sequence and the format of all sets of email content consisting of links can help a great deal in making more well-informed decisions on these areas.
Test Mobile-friendliness of Your Emails
Setting up the A/B test process to conduct tests with a responsive email template to measure the impact of the template on mobile devices is important as most of your users use mobile devices to read promotional emails. In order to increase their email campaign conversion rates, marketers must ensure that their emails load and read flawlessly on mobile devices. It is also important to track which mobile email clients and devices customers and prospects are mostly using.
Test Call-To-Action (CTA)
A/B testing helps determine how effective the CTA is in making the right offers to prospects and customers, and if the CTA can guide recipients through the action to take. Thus, you need to ensure that the CTA is in the context and stands out from the rest of the email copy, and is positioned to be clearly visible. You should also use action words that direct your leads, such as “Sign up,” “Register,” and “Download.”
Test to Determine the Right Time to Send Emails
It is important to figure out the right time to reach a specific audience with the right message to get the maximum engagement from them. A/B testing ensures that marketers are sending emails at the best time to yield the best results from email campaigns.
