Thread by @CJ_250marketing

6 ideas to A/B test for your next email marketing campaign

Email marketing 🧵...

A/B testing email doesn't have to be intimidating. Here are six elements you can test:

1. Subject line
2. Sender name
3. Length of copy
4. Preview text
5. Offers
6. HTML versus plain text

LET's GO!👇

1. Subject line:

This is my favourite thing to A/B because a subject line is one of the most impactful (and overlooked) parts of your email campaign. Create a few angles to choose from and split test them for different segments. It's worth investing the time.

Testing a subject line can be as simple as creating two separate emails with the same body of information but using different subject lines for each half of your recipient list.

2. Sender name:

Test out emails from various people within the company. For example, try the founder or Head of Community, etc.

Simple tests work for this one too. Send the same email using different sender info to each half of your recipient list.

3. Length of emails:

Do your customers favour short or long copy? Try a few variations to see if there's a different response in the number of clicks, list growth, bounce rate, etc.

4. Offers:

Does one list enjoy discounts while another goes for informative content? 

Pay attention to how engaged people are with different types of content.

5. Preview text:

Do your customers like emojis? Or ALL CAPS? Something personalized like their first name?

Try out a few different options and see if one drives a better click through or open rate than previous sends.

6. HTML VS. graphics:

Is there a particular audience that responds really well to plain ol’ HTML?

About 35% of people still prefer plain text emails, so a hyperlinked text-based CTA above the header can ensure your audience is seeing your message even when images are disabled.

Try and test different methods to improve your email click-through rate to determine what really works with your list. 💡

What's available in terms of success signals for email campaign performance is changing, but basics are still the basics:



1) Find data and read the signals
2) Think critically 
3) Make GREAT creative

Here are some of my earlier thoughts on what marketers can measure instead of open rates:

https://twitter.com/CJ_250marketing/status/1415695187838263299

Anything else would you add?

If you found this helpful:

• Retweet the 1st tweet to share with others
• Follow me: cj_250marketing

I write about marketing strategies, tactics & industry updates.