A/B Testing in Email Marketing: A Starter Guide

February 21, 2024

A/B testing, also known as split testing, is an essential tactic in email marketing that allows you to make data-driven decisions and improve your campaign performance.

The process involves creating two versions of an email—with one key difference—and sending them to different segments of your email list. The difference could be in the subject line, email content, call to action, or design. You then measure which version achieves better performance based on metrics such as open rates, click-through rates, or conversion rates.

For example, you might test two different subject lines to see which one leads to a higher open rate. Or, you might experiment with different call-to-action buttons to find out which one results in more clicks.

After you’ve run the test and collected data, analyse the results to determine which version was more effective. Then, apply what you’ve learned to future emails.

Remember, it’s crucial to only test one element at a time to accurately attribute any changes in performance to the variable you modified.

A/B testing allows you to continually optimise your emails based on what resonates most with your audience, leading to higher engagement and more conversions. It’s a methodical, ongoing process, but the potential improvements in your campaign’s performance make it well worth the effort.

Jibberjab.digital helps Australian businesses build brand, authority and reputation through Content Marketing.


Ready to make your digital voice heard?

Contact us today for a free consultation and let’s discuss turning up the volume on your online presence.