Setting Up The A/B Tests

The A/B testing is a very essential part of your email marketing strategy.

The Question is; What is A/B testing?

The A/B testing is a series of tests that allows the email marketing teams to swap out different parts of their email, just like a subject line, to see what kinds of copy performs the best with their audience.

You can possibly A/B test a lot of different parts of your email including:

1. Your subject line (popular)

2. Calls to action

3. Testimonials

4. Images

5. Headlines

6. Specific offers

All depending on the type of email tool that you are using, you may be able to A/B test some of the aspects of your email over others. The MailChimp, the Campaign Monitor, and the Hubspot are just a few of the programs that will allow you to A/B test parts of your emails.

Decide the parts of your email that you would like to A/B test and record them in your template.

Email A/B test elements

Action Items:

1. Choose which parts of your email campaign that you want to A/B test.

2. Create copy or images for your test.

3. Record your results and then adjust copy or images based on what has performed best with your audience.


Record Your Results and Adjust According to Performance

The last step in your email marketing strategy will then be to record your results and to adjust them based on the feedback you have gathered so far.

Each of the email marketing platform should contain its own set of analytics where you can gather your data.

You can look for and record results on:

1. Email opens: How many emails were tapped opened vs. the number of emails that were sent.

2. Email deliveries: How many emails from your send list were delivered successfully?

3. Unsubscribers: How many people unsubscribed from your email list?

4. New subscribers: How many new subscribers(newbies) have you gained?

5. Click through rates: How many people clicked on the links that is in your email?

6. A/B test results: What version of your A/B test won out?

7. ROI: How much revenue has your email generated compared to how much you have spent?

8. The time they spent with the email open: How long did a subscriber spend looking at your email?

9. Email bounces: How many emails reached an inbox but were bounced back, unopened?

Empowering your team without eating up any engineering time
The A/B testing is important, but it also requires a significant amount of engineering effort to be possibly create the infrastructure that is needed to run an A/B test. With Firebase A/B Testing, set-up it will be quick and easy for you. Once the A/B testing is configured, anyone in your organization can easily run and analyze experiments because Firebase A/B Testing fits just naturally with your experimentation process. It does not change the way you are working; it only allows you to iterate faster, and at larger scale.

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