Best way to test and track your email campaign | SMBELAL.COM

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BEST WAY TO TEST TRACK YOUR EMAIL CAMPAIGN

• How to split test email campaigns the right way

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WHAT ELEMENTS TO TEST
6 BEST PRACTICES FOR EMAIL SPLIT TESTING
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INTRODUCTION
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WHY DO YOU NEED TO SPLIT TEST EMAIL CAMPAIGNS
TABLE OF CONTENTS
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INTRODUCTION

• WHAT IS EMAIL SPLIT TESTING?

• Email split testing means testing the
  original version of your email (the control)
  against another version (the variation,
  or variant) where you have changed a single
  element, like an email subject line, a call to
  action (CTA) button, or a part of the design.
• Split testing means changing just one
  element. If you want to change more than one
  element on your email, then thats multivariate
  email testing.
• Split testing, which is also known as
  A/B testing, is a conversion optimization
  technique used to test web pages and marketing
  copy of all kinds.

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WHY DO YOU NEED TO SPLIT TEST EMAIL CAMPAIGNS?
When you split test email campaigns, it can help
you to
Create more effective email marketing campaigns
based on the insights you gain, resulting in more
engagement, leads and sales
Minimize the risk of running new campaigns by
testing them before making permanent changes
Base decisions about your email marketing
campaigns on data rather than gut instinct or
guesswork
REASONS
INTRODUCTION
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Know when email marketing campaigns are working
and when they are not, based on customers actual
response to actual campaigns
Get more people to open your emails, click your
links, and ultimately convert
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GETTING STARTED WITH EMAIL SPLIT TESTING
USE EMAIL LIST SEGMENTATION
CREATE AN EMAIL MARKETING CAMPAIGN
KNOW YOUR AUDIENCE
TRACK YOUR METRICS
Before you get started, youll need to do the
groundwork youd do for any type of marketing
campaign.

• For instance, youll need to understand who
  youre marketing to. That means youll have buyer
  personas that help you decide on marketing
  content and email marketing content based on
  your customers age, gender, location, education,
  sources of information, and key challenges. 

• Its worth noting that your subscribers arent a
  single homogeneous group. Theyll likely have
  different interests and will be at different
  stages of their interaction with you. Thats why
  it makes sense to segment your email list so you
  send the right messages to the right people at
  the right time.

• Youll also need to have an email campaign that
  you can split test. That means you will have to
  i) choose a properly formatted,
  mobile-friendly email template, ii) pay attention
  to fonts, branding, images, and color, iii) Make
  sure your email is short and scannable and iv)
  write a call to action that makes subscribers
  want to take action.

• Youll need to know your current
  metrics as a baseline for measuring the success
  of your email split tests.
• That means tracking key email
  marketing metrics such as email deliverablity,
  email open rates, email click-through rates,leads
  and sales resulting from email marketing

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CREATING AN EMAIL SPLIT TESTING HYPOTHESIS
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PROCESS

• Suggesting how youre going to improve or fix the
  situation

• Observing whats happening currently

• Speculating about possible reasons

• Measuring how youll know it has worked

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ELEMENTS TO SPLIT TEST

• EMAIL SUBJECT LINESYou can experiment with the
  size, color, and content of your subject lines.
  You can also try varying the sender name, and
  experimenting with email personalization.

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• CALL TO ACTION
• Once subscribers have opened your email, its
  essential to have an effective call to action
  (CTA) so they take the next step. You can
  experiment with how you formulate promotional
  offers, and even with pricing.
• Try varying the size, color, and placement of
  calls to action and CTA buttons, as well as the
  text used to encourage action. And you can change
  the size and placement of social media sharing
  buttons, too.

• EMAIL COPYFor the body of the email, you can
  alter the wording of different parts of the
  content, and try changing the font, placement,
  length and more. Think about how youre
  addressing your subscribers. The stats show that
  personalization boosts sales. But there are all
  kinds of ways you can personalize, from using
  subscribers names to personalizing your emails
  according to their interests.

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• DESIGN AND LAYOUTWhen you split test email
  campaigns, you can also change the layout, style,
  and template of the email, to make sure it
  displays well on all devices. And you can
  experiment with the use and placement of images.

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SPLIT TESTING WITH MAILCHIMP
First,create your campaign
You can also decide how youll determine the
winning combination.
Start to create your email.
Choose the percentage of recipients that will
receive your variant. 
Click on A/B Test. Give your campaign a name,
then press Begin.
Choose the variables you want to test.
Choose your list.
Choose whether you are sending to your whole
list, or to a segment.
Then start creating your email. If you are trying
different subject lines, youll see some boxes
where you can include your variants. Design, test
and schedule your campaign as normal. MailChimp
will let you know which variation gets the best
response.
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Here are some A/B testing email best practices to
help you split test email campaigns successfully.

• 3Make sure your email split test
  is statistically significant. That means making
  sure the numbers youre testing with are big
  enough for you to be able to rely on the results.

• 1First, make sure you have a valid
  hypothesis (as described earlier) when split
  testing your email marketing campaigns.

• 2Ensure that you only change one element for
  any split test. Remember, if you change more than
  one element, its not actually a split test.

6 BEST EMAIL SPLIT TESTING PRACTICES

• 6Dont ignore the data. The whole point of
  split testing email campaigns is to let you have
  numbers rather than instincts as a basis for your
  email marketing strategy.

• 4Its hard to compare split testing results if
  the conditions arent the same. So dont compare
  open rates for an email sent on Monday at 9am
  with one sent on Friday at 5pm.

• 5Some of your subscribers will open emails
  immediately, but others wont. If you know when
  opens usually tail off, thats how long you have
  to give each variant before deciding the results
  are in.

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WRAPPING UP!
CONCLUSION

• Thats it! Now you know the right way to split
  test email campaigns so they can be more
  effective and win you more opens, clicks, leads,
  and sales.
• Now try running these AB tests on your email
  popups to make them even more successful. 

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