Split Testing Your Email Campaigns
What is Split Testing?
Split testing is a way of testing two different sales messages to find out which one is the most effective. You can use split testing to better understand your subscribers behaviours and priorities when opening or viewing your email campaign.
For example, you may be operating an online store and sending a email campaign about your latest sale.
You can create 3 different campaigns, each with a different headline and featured products. You might also include a unique coupon code in one.
You can then create a split test in EmailMarketer using these 3 campaigns.
The ‘Winning’ Campaign
You can base your ‘winning’ campaign on
a) The number of people who opened your campaign or
b) The number of people who clicked on a link within your email.
Statistics for your split test are created for you to view which campaign performed the best.
Split Testing explained further..
The most common way of split testing is with a website where multiple versions of the same page are created in order to find which version works the best. However you can use the same principles with your email campaigns.
You can use split testing to solve specific problems you have with your email campaigns such as low open rates or click-throughs. In other words, use it as a diagnostic tool to find out what is going wrong and how to fix it.
You can use split testing to dramatically challenge your ideas you may have about the “best” way to design or write a campaign.
Testing yields the most valuable results only when you test repeatedly. A one off test will tell you very little. But when you make a consistent habit of testing, cumulative tests over time can have a dramatic impact on the success of your campaign.
Every time you offer someone the opportunity to buy your latest special, or click on one of your ads, or read a special report on your website – you can run split test.
Automatically Send the ‘Winning’ Email to your contacts
You can perform your split testing using only a portion of your list, once a winning email is determined you can set it to automatically send the winning email to the rest of your list at a specified time interval after the initial split test campaign is sent.
There are literally hundreds of elements on web-pages, e-mails and ads which you can use to split-test. But of those, there are only a few dozen which usually affect sales conversion rates – from word usage to colour usage, headlines to text boxes.
Some of the “big” factors which have created some of the biggest improvements in split tests have included:
- Pre-headlines and sub-headlines
- The opening paragraph
- Formatting and colour usage
- Sales closes
- P.S.’s at the bottom of sales letters
- Sign-up boxes and ordering pages
- How images are used
- To name a few