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How to Do A/B Testing and Why You Should



How to Do A/B Testing and Why You Should

If you’re in marketing, chances are you’ve heard about A/B testing. As for whether you’ve actually had time to put it into practice, that’s a whole other story.

For small business owners or marketers who are trying to do everything themselves, it can be tough to add yet another task to the ever-revolving list of marketing must-dos. But A/B testing has a ton of utility in terms of helping your email marketing efforts succeed — and it’s often the easiest path to determining what is and what isn’t going to work for you.

If you’re new to A/B testing — or if you’re just not confident you have the time to put it into practice — we’re here to help. Keep reading to learn about the basics of A/B testing, including why it’s important and how to implement it in your email marketing strategy.

What is A/B Testing?

A/B testing, also known as split testing, is a randomized marketing experiment that compares the outcomes of two methods: the A method and the B method.

This type of two-sample hypothesis testing is used widely by marketers, especially when it comes to email marketing. It allows you to test various features and formats and see which performs better with your audience. It can be used to compare results on everything from subject lines and body copy to image and CTA placement.

Why is A/B Testing so Important?

The benefits of A/B testing come from the insights that it gains for you. Without it, you’re pretty much just shooting in the dark with what you think your audience will engage with — instead of making informed design and copy decisions based on real-world analytics.

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Some of the most direct advantages that you can gain from split testing include:

Better user engagement. Something as small as the size and color of your CTA button can have a huge impact on email engagement. A/B testing lets you see which option garners the most clicks — so you can focus solely on features that are most geared toward audience conversion.


Better conversion rates. Speaking of engagement, the more you can get your audience to engage, the more you can get them to convert. With A/B testing, you can hone in on the content and design features that lead to more conversions — and avoid those that don’t.

Better use of analytics. Looking at your data is one thing; understanding what it means is another. And if you’re not A/B testing, you’re not digging deep enough into what matters. Split testing takes out some key variables, so you don’t have to wonder quite as much about why your email marketing is (or isn’t) performing.

Putting A/B testing into Practice

A/B testing might sound like a daunting task, but it’s not all that different from what you’re already doing. The difference is that instead of just putting together your email and hoping it resonates, you’re putting together two slightly modified versions of an email and then comparing the outcomes.

There are some best practices that you’ll want to note as you embark on your tests.

1. For starters, choose just one variable to test. If you modify more than one, you won’t know what feature is making the difference when you go to compare.

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2. Likewise, have a goal in mind. Know what you’re trying to achieve — whether it’s a higher open rate, a higher click-through rate, or more conversions — and use that to guide the variable that you test.

3. In terms of audience, split your contacts into random, equal groups. The benefit of dividing randomly is that there aren’t likely to be other factors at play affecting outcomes, such as demographics or location in the funnel. If you do want to test out a feature with a specific group, focus on that segment only and then divide from there.

4. And finally, test your emails at the same time. You don’t want other factors such as date and time of sending to impact your results since when you send emails is just as significant as what you include in them.


How Email Marketing Software Can Help

The fastest and easiest way to do A/B testing is to utilize email automation and marketing software. Not only does it make it easier to divide your groups and create multiple templates of the same email — it’s also a one-stop-shop for gathering data on your outcomes.

As for other A/B testing tools, so long as you’re using an email marketing platform that provides the service, you won’t have to worry about investing in another piece of software. That’s good news for your budget, as well as for your timeline.

If you have the existing software but aren’t sure how to get started with A/B testing, contact a customer service rep who can guide you through the process. Or, reach out to us directly, and we’d be happy to chat with you about how our email marketing software can help you test your emails and send effective campaigns to your subscribers. 

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Best Email Marketing Practices to Generate Leads




Have you implemented email marketing in your digital strategy? If you answered no, now is the time to do so.

There are many new and innovative ways to market to your target audience, however, email marketing remains one of the most reliable and effective ways to generate leads. With the right strategy in place, you will be able to convert prospects into paying customers who truly value your brand. 

In this guide, our expert digital team at Bold x Collective discusses everything you need to know about email marketing, as well as some of the best practices that will help your business generate leads!

To preface, you always need to ensure that you do not buy into email lists. Doing so will result in prospects moving your content into the trash or ending up in their spam folders.

This also eliminates prospects’ free will of being able to opt in to emails. This starts the brand-to-customer relationship on a bad note and will result in a higher rate of opt-outs for emails. And not to mention… it is illegal!

Once you have a curated list of prospects that were gained organically through website traffic and membership sign up’s, you can move on to the next step of optimizing your email list by lead scoring. This tactic will filter which prospects are opening your emails, and which ones are worth putting more effort into.

By putting together this new refined list of prospects, your brand will be able to obtain higher conversion rates and a greater return on investment as your efforts are being focused on where it matters most. 


Now that you’ve organized an optimized list of prospects, it’s time to create the actual email. There are many tactics you can use when drafting an email, but these are some of my favorites that will really allow your email to stand out in your prospect’s inbox. 

  • Name the offer in the subject line, in a fun, intriguing way that will make your viewer interested!
  • Keep the main message and call to action above the fold.
  • Include a personalized touch by adding your name and having a sign-off; viewers love it.
  • Have a clean and concise email – no one likes too much content at one time!
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First off, having your offer, promotion or main announcement in the subject line is more likely to grab the attention of the reader as it gets straight to the point and gives them an immediate reason to look for more details. For example, when the subject line states “25% off the ENTIRE site”.

This line introduces an incentive that will be received if you choose to purchase with them, ultimately decreasing their opportunity cost. This will create the feeling of “FOMO”. Fear of missing out and entice readers to browse your website and shop. 

Along with this strategy, it is also beneficial to keep the main message of the email and call to action so that readers can see it at first glance. This means the information they first receive upon viewing the email and upon opening it without having to scroll down.

Not everyone opens every email they get and will often only view the text that shows above the fold. If that text is intriguing enough, they will seek to learn more. So now you have your readers’ attention, the contents of the email above the fold are what is going to keep their attention and be the driving source of whether they become paying customers.

This study was done on users’ scrolling and attention spans tell them that nearly 57% of users’ page-viewing time is above the fold (information that is visible without scrolling).

Therefore, they can use this information to their advantage by making sure the most important details are included above this fold. 

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Now that you’ve figured out where to put the most relevant information, let’s get into elements to include in your email content that makes it effective. My personal recommendation would be to include personalized touches such as a personalized greeting and signature sign-off.

A greeting with the contact’s name helps to grab their attention right away as they are being addressed personally. In addition to a personalized greeting, having a signature sign-off that shows the reader that there is a real person on the other end, adds to the level of authenticity that it comes across.


The more of a connection the customer creates with the brand, the more purchasing power they will have. How do they create a connection? With authenticity! 

My last tip, a very simple one, but crucial… is to keep your email clean and concise. No one wants to spend longer than they must, to read an email.

It’s important to keep things looking visually appealing, straight to the point, and summarized in an intriguing and digestible way.

By doing this, you are allowing prospects to gather just what they need to move forward with the buying process. So don’t overthink it, quality is always better than quantity!

To start your journey with email marketing, here are some of their favorite email marketing apps at Bold x Collective:

  1. Privy
  2. Mailchimp
  3. Klaviyo
  4. Active campaign

And while you’re at it, check out Bold x Collective’s blog on how you can get email marketing started for your business! Need some extra guidance and assistance with your email marketing channels? Contact their team to receive a complimentary consultation!

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