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A/B Testing for Your Personalized Email Marketing Campaigns
The best way to know if an email marketing campaign could be more effective with customers is through A/B testing. By testing different engaging email techniques on a select group of customers, you can see which methods improve existing performance, ultimately raising conversion rates. It's a cost-effective method of improving your marketing strategy while collecting real data that drives ROI.
How A/B Testing Works
A/B testing is also referred to as split testing. Your email marketing campaigns involve creating two versions (A and B) of an email with subtle or major differences. The email is then sent to two separate but similar groups of customers with the purpose being to test your email marketing campaign to see which version drives more customers toward conversion.
These changes can be anything, but the most common elements to test include:
- Subject line
- Call to action (wording, color, size, or placement)
- Product description
- Product pricing
- Promotional offers
- Length of text
By collecting and analyzing data from two versions of the same email, you'll give your customers the opportunity to let you know what helps them to engage and drives them to convert.
The Effectiveness of A/B Split Email Campaigns
With the customer-centric perspective created by A/B testing, companies like yours will know which elements of your campaign work better than others so you improve customer relationships and customer loyalty. In fact, according to MarketingSherpa, the testing the following elements are the most effective way to improve email campaign performance.
- Target audience (42%)
- Landing Page (41%)
- Subject line (35%)
- Personalization (32%)
The best way to know what works for you is through your own A/B testing. At Selligent Marketing Cloud, we provide multivariate testing features that improve customer outreach, which then works to increase conversion and drive ROI.
Selligent Marketing Cloud Brings Email Marketing Campaigns to Life
Our email marketing products bring dynamic, personalized emails to life. We offer a number of relationship marketing solutions that allow you to focus on a targeted group of customers, initiate segmentation and personalization features, and instantly analyze and quantify the results for future campaigns.
Contact us today to learn more about how Selligent Marketing Cloud can help you find better marketing results.