The Benefits of A/B Testing for Email Marketing

The brief explanation of what A/B testing is and how it is useful for email marketers.

Every company has different ways they choose to do their marketing. Not every form of marketing will work for every customer or client, and it is important to find out what will be able to work for the majority of them. One form of marketing that is tried and true is email marketing. For the marketing team of a company to be able to make sure that their marketing is working for the majority, they should be using A/B testing.

A/B testing can be performed by changing even the smallest detail of the campaign and noticing how it changes how the audience responds. The feedback received from this form of experimentation could also help companies make changes to their websites and ads in order to increase brand awareness and audience size.

In addition to A/B testing being easy and informative, it is also a cost-efficient way for the marketing teams of big companies to be able to get information about their audience without having to do too much hands-on work. Sending out emails and running these tests is as easy as making the email, changing an image, and waiting to see the results. While that test runs, marketers can focus on other marketing strategies that may take more time or hands-on work.

To get a more informed understanding of A/B testing and its benefits to email marketing, I asked 5 people their thoughts on the matter.

Jessyka Romano

Administrative Assistant at McKim & Creed, Inc.

“A/B testing in email marketing allows marketers to test different variations of their email campaigns and analyze the performance to make data-driven decisions. By comparing different elements such as subject lines, call-to-action buttons, or content layouts, A/B testing helps identify the most effective strategies for improving open rates, click-through rates, and ultimately, conversion rates. This iterative approach enables email marketers to optimize their campaigns, personalize content, and drive higher engagement and conversions from their email subscribers.”

Diana Korol

Current MSM Student at Florida International University

“I feel like a/b testing is not only beneficial but crucial for a successful marketer for various reasons.
Although, one of the main reasons to use a/b emails is for you to really learn your   audience. Looking a a/b test we are able to see even the device the email was opened on. With that being said we are able to adjust the look of our emails to be more suitable for customers’ device.
Overall, a/b email gives us an opportunity to build the personal connection with our audience which will help us to build longevity and be successful in a long run.”

Jason Allickson

Business Intelligence Analyst at Querybridge

“A/B testing is beneficial because of the idea of maximizing user engagement and adding analysis to a medium that is extremely personalizable. A/B testing is more useful in common scenarios of testing because you can come to a direct conclusion of what performance was affected based on what change, compared to multivariate testing which requires multiple changes and specific identifiers to bring conclusive evidence. Without A/B testing marketing teams would be leaving valuable insights on the table and negatively impacting their ROAS.”
“A/B testing is beneficial because of the idea of maximizing user engagement and adding analysis to a medium that is extremely personalizable. A/B testing is more useful in common scenarios of testing because you can come to a direct conclusion of what performance was affected based on what change, compared to multivariate testing which requires multiple changes and specific identifiers to bring conclusive evidence. Without A/B testing marketing teams would be leaving valuable insights on the table and negatively impacting their ROAS.”

Alex Lopez

Owner/CEO of Elited Apparel | Assistant Manager at Flying Squirrel Weston

“Email marketers have a big task at hand when it comes to sending effective messages to clients, potential clients, and others. A/B testing is a great way for them to be sure that what they are sending out is what is best for their company. With A/B testing the marketers can be sure that what they are sending out is effective at not only bringing in attention, but also at keeping costs low and managing time well. I have used A/B testing in a few past projects and have found that customers respond better to certain things than others and have been able to use what I have learned from these past experiments in my current and future campaigns.”

Jose Minguez

Owner/CEO Joe’s Cafeteria and Adela’s Coin Laundry | CEO/CFO of Velmin, Inc.

“My company was around well before email marketing was even a thing so I think it has been very interesting to watch it start and grow as my business has been around. One thing I have realized from using A/B testing on my own company emails is that it has been such a helpful tool in keeping my costs down but keeping my customers and clients entertained and involved in my business. I am able to use the experiments to be able to find what images do better than others, what wording I should use for promotions, and a whole bunch more. A/B Testing is something that is easy and well worth the time it takes to set up and run.”

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