Start the week with a boost in audience engagement with our Monday Marketing Tip series!
Today’s advice will help you determine what factors can move the needle in your email strategy and potentially boost your open rates.
A/B testing is a method that allows you to test different factors of one single email to determine what has the biggest impact on your results. For example, you can experiment with alternate subject lines for the same email, use two different From Names, share alternate content, or even compare send times to see which yields the highest open rates. We recommend only testing one variable at a time in order to best understand which improves your overall campaign performance. Once you’ve determined what you’ll monitor first, you can run your test by sending two versions of a mailing to two separate segments of your mailing list, using the resulting open rates to determine which to send to your remaining subscribers. Remember that change isn’t always evident in the first mailing, so you will need to run your testing across multiple mailings in your campaign. Monitor the results of each send to learn which variable and content have the greatest impact, and use those to refine your strategy for future campaigns.
For more ways to improve your email strategy, check out this recent post.
