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Increasingly, marketers are being asked to prove the value of their marketing campaigns and spend. And many of us face one gargantuan challenge after another, despite diminishing resources. So how do you make sure your marketing – specifically your email marketing – is efficient and effective? In this post, I’ll talk about how testing your emails with your audiences can help you zero in on what works. I’ll also give you a list of quality assurance tests to perform, to reduce email sending problems.
First, let’s talk about A/B testing. Note that you’ll find deeper, more comprehensive guidance on A/B testing online with a simple search. In this article, I just want to provide the very basics of what A/B testing is, and why it is valuable.
Every organization and marketer wants the best possible response from their investment of marketing effort and budget. But how do you know what will produce the best response? That’s where A/B testing comes in.
A/B testing, at its most basic, is a way to compare two versions of something to figure out which performs better.
In email marketing, A/B testing lets you gauge how well a particular message, coupon, or offer will perform with your audience. It helps you improve your email marketing by giving you insights into what motivates people to open and view an email, and what prompts them to click or take some other action such as using the included coupon. Refining your marketing so you are sending only messages that resonate and get responses tends to drive deeper engagement and conversion, and reduce unsubscribes.
How does it work? At its most basic, you send out two versions of an email to sub-sets of your mailing list, and then track which one converts better. You can then send only the better performing version to the balance of your subscribers.
Some email tools include a feature that automates and simplifies A/B testing.
Some things you can test: