What is AB testing for email newsletters? A thorough explanation of how to do it and what to be careful of
Posted: Tue Dec 03, 2024 5:24 am
AB testing of email newsletters is an easy method to verify effectiveness. However, if you proceed without understanding the procedures and precautions for AB testing, you may end up conducting a meaningless AB test.
This article will solve the problems of email newsletter managers who say, "I've decided to conduct AB testing for my email newsletter, but I don't know where to start."
I hope this will be helpful to you.
Kairos3 Marketing is an MA tool that provides strong support for marketing and sales activities.
Contents of this article
Overview of AB testing for email newsletters
What is AB testing for email newsletters?
AB testing is an effective method for verifying and improving the effectiveness of email newsletters
Features of AB testing for email newsletters
You can easily start AB testing your email newsletter
AB testing for email newsletters is carried out in different ways
Five points to consider when AB testing your email newsletter
1: Email newsletter subject
2: Email sender name
3: Timing of email newsletter delivery
4. First-view content
5: Email newsletter design
Five steps to conducting email newsletter AB testing
1: Clarify the purpose of your email newsletter AB testing
2: Form a hypothesis
3. Determine sample size for email newsletter A/B testing
4. A/B Test Your Email Newsletter
5: Reviewing the results of email newsletter AB testing
Points to note when conducting AB testing for email newsletters
Make all other conditions equal
Ensure a minimum sample size
Ensure that sampling is not biased
How to A/B test your email newsletter
Email delivery tools
Marketing Automation
Overview of AB testing for email newsletters
First, let's take a look at the basics of AB testing for email newsletters.
What is AB testing for email newsletters?
AB testing for email newsletters involves preparing two email vp business development email lists newsletters, A and B, with some parts changed, such as the subject line or the first view, and verifying which one has a higher open rate and click rate .
By properly conducting AB testing of your email newsletter, you will be able to find clues to improve your email newsletter open rates and click rates.
AB testing is an effective method for verifying and improving the effectiveness of email newsletters
Email newsletters are a marketing measure where it is very important to measure, verify, and improve their effectiveness. If you don't measure, verify, and improve the effectiveness of your email newsletters, your goal will be to "send the newsletter" rather than to "achieve results with the newsletter."
AB testing is effective for verifying and improving the effectiveness of email newsletters. By incorporating techniques to improve email newsletter open rates and click rates and verifying whether they are truly effective through AB testing, your email newsletters will be improved.
Features of AB testing for email newsletters
When people say "AB testing," they generally mean AB testing on the web . In this chapter, we will introduce two features of email newsletter AB testing compared to web AB testing.
You can easily start AB testing your email newsletter
Compared to web AB testing, email newsletter AB testing is easier to start. There are two reasons why email newsletter AB testing is easier to start.
You can conduct AB testing of your email newsletter using only the tools you currently use.
It's easy to create variations for AB testing
The first reason is that you can conduct AB testing of email newsletters using only the tools you currently use. To conduct AB testing on the web, you must use a tool for AB testing. On the other hand, in most cases, AB testing of email newsletters can be conducted using the email distribution tool and marketing automation you currently use. Therefore, you can start AB testing right away without having to prepare a new tool for AB testing.
By the way, to digress a little, if you are in charge of sending out email newsletters but are not using a tool for sending them, you need to be careful about information leaks. If you want to send out email newsletters, you can also use BCC sending , but if you make a slight mistake in the settings, there is a risk that your customers' email addresses will be leaked.
No matter how careful you are, human error cannot be completely prevented. Therefore, if you are going to send out email newsletters, it is essential to introduce email distribution tools and marketing automation .
The second reason is that it is easier to create AB test variations (patterns) for email newsletters than for web AB testing, which often requires coding to adjust the design, so specialized knowledge is required.
On the other hand, when it comes to AB testing of email newsletters, simply changing the subject line or sender name is sufficient, so you can conduct AB testing as easily as creating an email.
AB testing for email newsletters is carried out in different ways
Basically, the content displayed to users on a website does not change frequently. Therefore, in AB testing on the web, you prepare two variations, A and B, and adopt the design that was more effective. However, this is not the case with email newsletters.
This is because email newsletters have the characteristic that the content is different each time.
Since the content is different each time, it is entirely possible that "subject line A happened to be effective in that email newsletter, but subject line B was effective in this email newsletter."
In other words, even if you apply the results of one test to another email newsletter, it is not guaranteed that you will get the same results. For this reason, AB testing for email newsletters may use a different testing method than AB testing for web.
The verification method is to conduct AB testing using a portion of the distribution list each time an email newsletter is sent, and then send the email newsletter that is found to be most effective to the remaining list.
For example, AB testing for email newsletters would involve extracting 100 items from the entire list, then splitting them into two groups of 50. Email newsletters A and B are sent to each of the two groups, and the one with the highest effectiveness is sent to the remaining list.
Five points to consider when AB testing your email newsletter
There are five points to consider when doing A/B with email newsletters. Let's take a look at each one.
1: Email newsletter subject
Improving your subject line will help improve your open rate. Here are some things to consider when creating a good subject line:
・Clarify the target
・Clarify the value (value provided)
Rather than using some trick, first create a subject line with the above two points in mind. With email newsletters, just changing the subject line a little can increase the open rate by a few percent. AB testing of subject lines is easy and has a big impact on the open rate, so try AB testing a variety of subject lines.
This article will solve the problems of email newsletter managers who say, "I've decided to conduct AB testing for my email newsletter, but I don't know where to start."
I hope this will be helpful to you.
Kairos3 Marketing is an MA tool that provides strong support for marketing and sales activities.
Contents of this article
Overview of AB testing for email newsletters
What is AB testing for email newsletters?
AB testing is an effective method for verifying and improving the effectiveness of email newsletters
Features of AB testing for email newsletters
You can easily start AB testing your email newsletter
AB testing for email newsletters is carried out in different ways
Five points to consider when AB testing your email newsletter
1: Email newsletter subject
2: Email sender name
3: Timing of email newsletter delivery
4. First-view content
5: Email newsletter design
Five steps to conducting email newsletter AB testing
1: Clarify the purpose of your email newsletter AB testing
2: Form a hypothesis
3. Determine sample size for email newsletter A/B testing
4. A/B Test Your Email Newsletter
5: Reviewing the results of email newsletter AB testing
Points to note when conducting AB testing for email newsletters
Make all other conditions equal
Ensure a minimum sample size
Ensure that sampling is not biased
How to A/B test your email newsletter
Email delivery tools
Marketing Automation
Overview of AB testing for email newsletters
First, let's take a look at the basics of AB testing for email newsletters.
What is AB testing for email newsletters?
AB testing for email newsletters involves preparing two email vp business development email lists newsletters, A and B, with some parts changed, such as the subject line or the first view, and verifying which one has a higher open rate and click rate .
By properly conducting AB testing of your email newsletter, you will be able to find clues to improve your email newsletter open rates and click rates.
AB testing is an effective method for verifying and improving the effectiveness of email newsletters
Email newsletters are a marketing measure where it is very important to measure, verify, and improve their effectiveness. If you don't measure, verify, and improve the effectiveness of your email newsletters, your goal will be to "send the newsletter" rather than to "achieve results with the newsletter."
AB testing is effective for verifying and improving the effectiveness of email newsletters. By incorporating techniques to improve email newsletter open rates and click rates and verifying whether they are truly effective through AB testing, your email newsletters will be improved.
Features of AB testing for email newsletters
When people say "AB testing," they generally mean AB testing on the web . In this chapter, we will introduce two features of email newsletter AB testing compared to web AB testing.
You can easily start AB testing your email newsletter
Compared to web AB testing, email newsletter AB testing is easier to start. There are two reasons why email newsletter AB testing is easier to start.
You can conduct AB testing of your email newsletter using only the tools you currently use.
It's easy to create variations for AB testing
The first reason is that you can conduct AB testing of email newsletters using only the tools you currently use. To conduct AB testing on the web, you must use a tool for AB testing. On the other hand, in most cases, AB testing of email newsletters can be conducted using the email distribution tool and marketing automation you currently use. Therefore, you can start AB testing right away without having to prepare a new tool for AB testing.
By the way, to digress a little, if you are in charge of sending out email newsletters but are not using a tool for sending them, you need to be careful about information leaks. If you want to send out email newsletters, you can also use BCC sending , but if you make a slight mistake in the settings, there is a risk that your customers' email addresses will be leaked.
No matter how careful you are, human error cannot be completely prevented. Therefore, if you are going to send out email newsletters, it is essential to introduce email distribution tools and marketing automation .
The second reason is that it is easier to create AB test variations (patterns) for email newsletters than for web AB testing, which often requires coding to adjust the design, so specialized knowledge is required.
On the other hand, when it comes to AB testing of email newsletters, simply changing the subject line or sender name is sufficient, so you can conduct AB testing as easily as creating an email.
AB testing for email newsletters is carried out in different ways
Basically, the content displayed to users on a website does not change frequently. Therefore, in AB testing on the web, you prepare two variations, A and B, and adopt the design that was more effective. However, this is not the case with email newsletters.
This is because email newsletters have the characteristic that the content is different each time.
Since the content is different each time, it is entirely possible that "subject line A happened to be effective in that email newsletter, but subject line B was effective in this email newsletter."
In other words, even if you apply the results of one test to another email newsletter, it is not guaranteed that you will get the same results. For this reason, AB testing for email newsletters may use a different testing method than AB testing for web.
The verification method is to conduct AB testing using a portion of the distribution list each time an email newsletter is sent, and then send the email newsletter that is found to be most effective to the remaining list.
For example, AB testing for email newsletters would involve extracting 100 items from the entire list, then splitting them into two groups of 50. Email newsletters A and B are sent to each of the two groups, and the one with the highest effectiveness is sent to the remaining list.
Five points to consider when AB testing your email newsletter
There are five points to consider when doing A/B with email newsletters. Let's take a look at each one.
1: Email newsletter subject
Improving your subject line will help improve your open rate. Here are some things to consider when creating a good subject line:
・Clarify the target
・Clarify the value (value provided)
Rather than using some trick, first create a subject line with the above two points in mind. With email newsletters, just changing the subject line a little can increase the open rate by a few percent. AB testing of subject lines is easy and has a big impact on the open rate, so try AB testing a variety of subject lines.