A/B testing isn’t just a buzz term that is going to go away with time. A/B testing is your train ticket into understanding your visitor’s behavior and a way to increase your conversion rates (Email Marketing). Testing on digital channels is so easy. But still, many marketers neglect this topic or deprioritize this topic due to their daily workload. For most businesses, their website conversion rates range from 1 to 3% and only 22% of companies are satisfied with their conversion. The stark truth is that most companies opt out of using A/B test experiments despite the positive results.

What should you be testing to improve your email campaign performance?


With A/B testing you can also test the best timing to send out your email campaigns (time of the week, day). For this, you will need to take a look at the previous messages and analyze them regarding the time of open and time of click. That can give you a first hint about which timestamps to test. As has been said for a long time already, Tuesday is supposed to be the best day to send your email(Email Marketing India), as you can also see from the above infographic in which Coschedule combined 10 studies around the best time to send an email, However, when everyone starts sending on Tuesday, will that stay the same? Each audience is different, as well as each offering and therefore, it is import to keep on testing in order to see which result work best for your audience.

Subject lines

We recommend doing a subject line test for every email sent out. Sending out two different subject lines at random is not going to get you the desired results. Follow a systematic process of:

  • Laying your goals- what do you want to learn?
  • Set the testing ground rules- i.e. number of recipients, length of test etc.
  • Run the A/B tests

There are also many free tools to check out your subject lines (Email Marketing India). Take advantage of the tools at your disposal. Just make sure you are thorough in your intentions and planning methods. You could also test personalization. Leverage your data and include a snippet of a subscriber’s personal information in the subject line. Some recipients may appreciate this kind of individual connection; others may just feel creeped out. Either way, you won’t know until you take a few calculated risks and compare the responses.

Best creative elements

For important Email Marketing Campaigns (e.g. sales promotions) it is advisable to test the creative elements in an email (e.g. buttons, images) as it can have a significant effect on the success rate of the campaigns (Email Marketing India). When it comes to the color of your buttons you need to stop a moment and really take color seriously. Color has been known to affect one’s mood and therefore plays a part in decision making. Certain colors pop out more and others have the ability to fade away and cause you to lose concentration on the button at hand. Here are a few tips:

  • Go for contrast
  • Make your CTA’s “pop”
  • Make sure your color choice is in line with your Brand
  • Be consistent

Wording CTA buttons

This one is specifically important to make sure your recipients act as you want them to act. For mobile push messages, this is where you get the approval to send push messages so the actual words raise your opt-ins. The same goes for emails, should you rather say “read more” or “download free email article”. If you want them to act as you want then you have to give them a reason to push the button. You also need to be sure that the wording of the button is written with clear intent. The wording should be a direct instruction to your audience that will make them do a certain action. Make sure it is clear and specific and give your audience a reason for completing the action. If they don’t click on the CTA, there’s good chance you did not accomplish what you set out to do and your CTA button was not direct enough, so optimize accordingly.