As marketers, we understand the importance of A/B testing, especially with our email communications. Testing allows us to make decisions based on concrete data rather than gut instincts. But due to time constraints or limited resources, some marketers skip testing all together or limit their testing to just the subject line. According to the 2011 MarketingSherpa Email Marketing Benchmark Survey, 72 percent of marketers test the phrasing or length of the subject line while only 39 percent test the time of day.
While a compelling subject line is needed to capture attention and build curiosity, there are several other components of an email communication that should be tested regularly to maximize conversions.
Remember this is A/B testing; keep it simple and only test one variant at a time. If you want to test more than one element, look into multivariate testing instead. Avoid testing around holidays as consumer behavior is typically outside of the norm and the results may skew your data.
Have a great A/B test success story to share? Post it to the comments section!
Shannon Fuldauer has a B2B and B2C eCommerce Marketing background including roles as Vice President of Marketing & Sales Support, and subsequently Vice President of Public Relations & SEO Services, for CareerBoard.com. She has expertise in digital marketing and email communications.