This is a bit different for each audience segment and product. For instance, if
you’re sending an email with a feature announcement, it might be different from
a welcome email. However, by following a systematic approach, you can easily
identify trends and improve the effectiveness of your email testing.
One of the most important factors that you should consider when it comes to
improving email engagement is testing the various elements of the email. This
includes the time of day that you send, the subject lines, and the graphics.
Here are some tests:
Develop a Email Subscribers List:
To segment your email list, divide it into smaller groups according to various factors such as your demographic, business type, and purchase behavior. These segments will allow you to see which audience members have the most impact and which ones will benefit from your marketing efforts in the future. A good segmentation tool should be included in your email marketing platform to make it easier to do.Decide a Theorem:
After you have segmented your lists, it’s time to create a hypothesis. This is similar to a scientific test in that it involves coming up with an educated guess. To start, pick a segment of your list that you want to focus on, then test one element that’s important to that group. For instance, you might make an educated guess as to what will happen to the number of people who open an email after they have joined a new group. For instance, you might hypothesize that by sending out welcome emails within ten minutes of a new user joining, the number of people who open an email will increase by 6% over the next three months.Classify the Tests into two Categories:
After you’ve formed your theorem, divide the subscriber segment into two groups: an “A” group for your control group and a “B” group for your test group. To ensure that the results are not skewed, split the segment evenly. The easiest way to achieve this is by using an email service provider that has built-in A/B testing. If the test group is large enough, it will provide the most accurate results possible. This is because if the groups are too small or not diverse enough, the results will reflect the randomization of the test. On the other hand, if the test group is large enough, it will reduce the probability of randomization. A significant group is determined by several factors, such as the number of subscribers and the math involved. If you’re not a statistician, but prefer not to do math, then an A/B test calculator can help you determine the right size. A good starting number is usually around 1,000 subscribers, though this can be higher or lower depending on the test.Analyzing “A” & “B” Boons:
To test a certain aspect of your email, create two different versions of it and then change the single element to reflect your hypothesis. In this example, create two welcome emails that are identical to one another. However, instead of sending one at the time that you typically send them, you should send one at the time that your hypothesis is reflected in it. For the test, you can send a control email to your test group 10 minutes after the new user has joined. This will allow you to evaluate the effectiveness of your welcome email campaign.
The only difference between the two emails is the time that you sent them.
Multivariate testing is a type of testing that allows you to test different
elements at the same time. For instance, if you were testing the time that the
email was sent and the subject line, then a multivariate test would be used.
But, it’s important to remember that you should only use this method after
testing each element.
After you test an email’s effectiveness, combine it with one of your winning
subject lines to measure its combined impact. Doing so can help you determine
which elements contribute positively or negatively to the email’s overall
success.