A/B testing, also known as split testing, is a method where two versions of an email are sent to a small segment of your audience to determine which version performs better. The winning version is then sent to the rest of your list. This test helps in optimizing
subject lines,
call-to-action buttons, images, and content layout.
Multivariate testing goes beyond A/B testing by examining multiple variables simultaneously. This test is useful for understanding how different elements of your email interact with each other. For example, you could test different combinations of subject lines, images, and CTAs to find the most effective combination.
The
preheader text is the short summary text that follows the subject line when an email is viewed in the inbox. Testing different preheaders can significantly impact your open rates. A preheader test involves sending different preheader versions to segments of your audience to see which one performs better.
A
content test focuses on various elements within the email body such as the copy, images, and CTAs. For instance, you can test different content formats like long-form content versus short-form content, or image-heavy emails versus text-heavy emails to see which resonates more with your audience.
Layout testing examines the overall design and structure of your email. This can include testing one-column versus multi-column layouts, different header images, and footer designs. The goal is to find the most visually appealing and functional layout that encourages users to engage with your email.
Personalization involves tailoring your email content to individual subscribers based on their preferences and behaviors. A personalization test can help you understand the impact of personalized subject lines, product recommendations, and dynamic content blocks on your email performance.
The subject line is often the deciding factor for whether an email gets opened or not. A
subject line test involves sending emails with different subject lines to segments of your audience to determine which one achieves the highest open rate.
The
call-to-action (CTA) is a crucial element in any email, guiding the recipient to take the desired action. Testing different CTAs, such as text versus button or varying the CTA copy, can help you understand which version drives the most clicks and conversions.
Sometimes the performance of an email is closely tied to the landing page it directs to. A
landing page test involves testing different versions of the landing page that your email links to, to see which generates the most conversions.
Ensuring that your emails render correctly across different devices and browsers is crucial for a good user experience. A
device and browser test involves checking how your email looks and performs on various devices (mobile, tablet, desktop) and browsers (Chrome, Firefox, Safari).