59% Companies carry out A/B tests during their emailing campaigns. For what ? Because tests are important to optimize the results of your newsletters. They allow you to understand how your subscribers think and behave. They also give precious indications on the preferences of your target.
For Optimize the conversion rate of your emailingsyou can't just count on your intuition. To find out how to seduce your audience, you need concrete facts and analyze in depth the content and design of your emails. This is where the A/B test comes: trying different versions of your emails improves the opening rates, clicks and conversions. But for that, you must test several elements!
Do you want to improve your newsletter? Here are 15 a/b tests to make to increase your openings and the conversion rate of your emails!
1. A/B Test Version Text VS Email HTML
The ISPs were historically used to favoring the raw textbut as long as your images are accompanied by an alternative text, your deliverability is not affected.
In addition to issues of deliverability, you must carry out A/B tests to see which version is most appreciated by your subscribers. You may see differences between your customers and prospects, between men and women, or between loyal customers and new buyers.
2. A/B test the subject of the email
This is the first thing your audience sees when it opens its reception box. The object can alone convince your prospect to open the email or not. It is also the easiest item to make an A/B test in your newsletters. If the subject does not attract him, he can simply decide to send him directly into the basket.
There Formulation of the object of your newsletter can make a huge difference in the opening rate. You can test different variations in the object line:
- With a question or rather an exclamation;
- Simple (“Shipping costs offered all over the store”) Or mysterious and catchy (“You will love this offer”);
- With or without the recipient's first name;
- With or without emojis ;
- With or without figures / statistics …
3. Make A/B Tests on the pre-leader
It is more or less a second email object and another card to play to attract the attention of the prospect. THE pre-throat incites to read the content of the email.
Some sender always use the same and others are more inventive. If you don't use it, it's time to try this version!
4. A/B test the design of your newsletters
The design of a newsletter includes several parameters such as enriched media, reactivity and interactivity. Your emails must invariably be adapted to smartphones and tablets to meet the needs of mobile subscribers.
You can thus test:
- colors;
- the contrast;
- there structure ;
- symmetry;
- Anything that can change navigation within your newsletter.
5. The A/B test of the images of the newsletter
The way you use images is important. Do you use a single big image or more small? What visuals of your photo library do you choose to insert into your emails?
Depending on your sector and your type of activity, test the use of different visual elements such as:
Do you know that too many images or too heavy images can be penalizing? They can take time to load and discourage your prospects.
6. A/B tests on calls for action
The visual elements are to be taken into account and the buttonsappeal to action have an essential role in Email Marketing. Your email must draw the attention of your readers but above all it must Generate traffic to your site.
Your call for action influences conversions. However, it can be available in several formats, color or wording. Make sure to find the formula that will maximize visits to your website and test:
- The formulation: should we use the imperative, the 1era No one, the “you” …?
- The shape: button or link?
- Color: bright or sober?
- The placement: at the start or end of the newsletter?
- The size: small or large?
THE Call-to-action has the last word: it is he who determines the desire for your audience to access your website or not. So you shouldn't neglect it!
7. A/B test the length of your email
Everything is allowed in a newsletter! You can send a brief newsletter or, on the contrary, several information.
Play with the length of the message To discover the preferences of your subscribers. Does your audience appreciate rather long or short content? If you want above all to generate traffic to your site, the A/B test on shorter content will be a priority. On the other hand, if you want to establish a bond of trust and proximity to your audience, the content can be longer with real added value.
Here are some questions to ask yourself to make A/B effective tests:
- Do subscribers want more content and context in the message, or just enough to arouse their interest?
- What is the ideal length for different types of emails? Or for different devices?
- Do all segments prefer the same message length?
8. Test different tones in your newsletter
Depending on the profile of your audience, what is the most suitable tone? You can test a more informal tone to create a personalized link with your prospects.
Today, it is even possible to offer the prospect to Choose the contents of newsletters Upon registration by defining certain parameters. Thus, he can decide to receive promotional offers or informative emails on your brand.
There personalization is widely used in web marketing but is not necessarily suitable for all areas.
Read too :: 6 ways to increase the click rate in your emailings
9. Make an A/B Test on the number of integrated products
Here is an interesting A/B test if you are in e-commerce! To optimize conversions, should you focus on a single product or offer a selection? How many maximum items should you integrate: 3, 4, 5 or more? To find out, you will have to test several versions of your newsletter.
10. A/B test the number of links in the newsletter
The inclusion of too much or too few links can have a negative effect on the performance of your newsletter.
When your emails contain several, it can inflate The size of your message (especially if you use tracking links). Result: if your messages exceed 102 KB, they may be cut by ISPs. In addition, integrating too many links may create confusion in the minds of Internet users. They will not know where to click.
Test different versions of your emails with more or less links to determine the right ratio for your campaigns.
11. Test different sender names
The way you Labellez the “sender” section influences the opening rate. You can choose to personalize it with the first name of the person in charge of your marketing or after -sales service, or simply put the name of your business. In general, marketing specialists use their brand namethe name of a person or a mix of both.
If your audience has solid relationships with a person related to your business, putting a name as an expensive can generate more email opening. The idea being test the impact of each wording to find out the most efficient.
12. A/B Tests on your shipping address
Personalization of the sender address can also allow your contacts to better identify with your offer.
13. Test different hours of sending
There are various studies concerning The best time to send your newsletter. However, what works for other companies may not work for yours.
You have to try different hours to Know the connection peaks of your audience. Is it during their working time, during the lunch break or when they returned home? You will know it thanks to an A/B test!
When is your audience more available to open your emails? Most brands send emailing early in the morning or in the evening, but it depends on your audience. Do different tests to identify the habits of your audience.
14. An A/B Test to find the best day of the week
As with the time of the day, there is no day of weekly day to send a newsletter. Response rates vary according to sector of activity and thetargeted audience.
For example, if you market B2C products, response rates can be high on weekends, when your users are more likely to shop online. Conversely, in B2B, you will surely have a better impact during the week.
Test several Sending periods of your newsletter : on weekdays, weekends, Wednesdays …
15. Make A/B Tests on links to your social networks
As a brand, it is essential to be present in different channels. You therefore necessarily have a presence on one or more social networks.
You can Test the addition of pimples Associated with all your networks to find out if they are attractive to your audience. Try several shapes and sizes of buttons, as for the call-to-action.
Setting up A/B tests is compulsory
THE A/B Tests help you find the most efficient formula, the one that will help you meet your goals! Do these A/B tests then check your statistics to find out which changes are effective with your faithful audience.
Making A/B tests in your emailing campaigns is one of the basic things to set up. Without A/B testing your newsletters, you may not realize that you could double your click rate simply by adding an emoji, deleting an image or by modifying a call-to-action.
You can also use freelance providers for new email designs. For that, Publish your advertisement on Coder.com for free And receive many quotes quickly.