Email Marketing & Automation

They Like Us, Now What?: A/B Testing in Email Marketing

graphic illustration of a letter coming out of an envelope to depict email

Email marketing is an incredibly effective way to get your content in front of an audience that has already expressed interest in your brand. Whether they are long-time customers or people who just became acquainted with your brand, any eyes on your email newsletter can give big rewards. After all, these are people who voluntarily offered their contact information, which shows at least some proof of interest in your product or brand. Whether you’re trying to convert customers, spur repurchases, or simply keep your audience abreast of new content or ongoings, it’s important to implement A/B testing to deliver the most effective email marketing. 

How to Use A/B Testing

In the context of email, A/B testing is crucial as even the smallest details can change the results of a campaign. The goal? Keeping these customers coming back for more. When it comes to what you should be testing, there are a plenitude of factors to try adjusting: subject lines, copy in the email,, color palettes, imagery, time of sending, and the list goes on and on. While you may want to test more than one thing, testing each in isolation is the only surefire way to know which one made an impact. Even with small testing and optimization, you can see that the ROI of running A/B tests can be massive. It could be as simple as adding an emoji to your subject lines to generate more opens or changing your CTA button from grey to green to increase click — you won’t know until you test.  

On top of choosing what to test, you also need to decide who you’ll test. Segmentation of your audience can be vital for collecting even more granular insights. What one demographic responds to could be quite the opposite for another. Additionally, if you’re testing send times, you’ll need to remember to segment by time zone. Those array of small details really count when drawing insights from your A/B testing.

When You Work With Cosmitto

As with all email marketing, the most successful campaigns come from personalized brand strategies. If you’d like to learn more about Email Marketing, reach out via our contact page. Our co-owners, Nikki and Matt, will be in touch.