Choosing the right variable to test depends on your campaign goals. Here are some questions to consider:
1. What is Your Primary Objective? Identify whether your goal is to increase open rates, click-through rates, or conversions. For instance, if your aim is to boost open rates, testing different subject lines might be the most effective starting point.
2. What Does Your Data Say? Analyze your past email campaigns to find areas needing improvement. If you notice that your open rates are lower than industry standards, it might be worth testing variables that influence open rates, such as subject lines and sender names.
3. What is Your Hypothesis? Formulate a hypothesis based on your observations. For example, you might hypothesize that a more personalized subject line will increase open rates. This hypothesis will guide your testing process and help you choose the right variable.