A Guide to Split Testing in Order to Get the Most Out of Your Email Marketing Campaigns

Email marketing offers countless opportunities for brands to improve customer satisfaction and retention and drive results as long as it is used properly. However, marketers find it hard to achieve all these goals at once. Fortunately, split testing email campaigns can make this possible.

Split testing is a very powerful method to increase the rate of success for every web-based offer. Using this strategy requires the right tools, time and effort. Split testing actually works perfectly with the marketing methods available today.

Marketers need to come up with an effective email campaign that should be targeted and tested. It is important that the message in the email is valuable and relevant to the recipient. Split testing can test almost all content elements like subject lines, headlines, content, CTAs, layout and images, date and time, from fields and frequency. Testing these variables helps marketers make sure that they are sending truly efficient promotional campaigns.

Marketers should know how to get good results. There are some things they can try to make split testing a lot easier.

' Subject Lines

A good subject line should be short. They should preferably be about four words or 25 characters. Recipients are often so busy that they will only focus on the subject line in their inbox. Marketers only have a few seconds to get their attention. Short subject lines always work. These subject lines should be enticing enough for recipients to click and read.

' Headlines

Creating two compelling headlines is great to ensure efficiency. Headlines are like subject lines in that they should be short but intriguing. Marketers should also try using bigger fonts to make headlines more attractive and eye-catching. Testing various fonts and headlines will help determine which among them works best.

' Content

The content tells recipients what the marketer is trying to offer. Different types of content may get different responses from readers. It is best to come up with a number of offers and test them. The results will show which among them are more likely to get the readers' attention and possibly convert them into customers.

' Calls to Action

Marketers use different CTAs like 'Learn More' or 'Register and Download Now,' but they don't really know what works the best. A test can reveal the answer. Changing the position of CTA buttons can also make a difference.

' Layouts and Images

Testing email layouts one after the other can also help marketers come up with an effective email campaign. Promotions should not only rely on images. This is mainly because there are many email services that automatically block image displays. It is always best to use the preview panel to present the offer because most recipients use it to display the content of the email. Proper layout and images in combination with text can create great test results.

' Days and Times

It is hard to know when people usually check their email. Some people do it at work, and some check their email while on their way to the office. Some people use mobile phones and others use the computer. With this, marketers do not know when people get the chance to respond to the emails they receive. It is best that marketers create different segments. These segments should then be tested using different combinations of times and days. Doing so will allow them to determine the best time and day to send the promotion to potential consumers across different time zones.

' From Field

It is highly recommended that marketers only use a recognizable name in the 'from' field. Recipients are more likely to open the email when they know that the sender is reputable and trustworthy.

' Frequency

Marketers should determine the right frequency for their email campaigns. Recipients who often click on links or open email are the best candidates to send emails to frequently. Marketers should work hard to understand audience interests and which content will most likely attract them.

' Testing, Analysis and Interpretation

Marketers may only test one element. However, those who want to get the optimum results should test all the variables. They should then be able to eliminate or make changes to elements that have un-favourable testing results.

It is also important that marketers identify what went wrong with certain variables. With this, they should perform an in-depth analysis of the first results and make changes to the next tests. Experimenting with email elements can help boost campaign efforts.