An email marketing campaign should be used to make sure that you’re customers are constantly well-informed, receiving fresh, reliable and relevant content. However, how can you be sure that you’re email marketing strategies are achieving as much success as they possibly can? A/B testing can be used to gauge the reliability of your marketing campaigns.

What is A/B Testing?

A/B testing (also known as split testing) is a way of working out which of two different email marketing strategies is the most effective.

Generally, you will start with two different marketing emails; one labelled A, and the other labelled B. You will send A to a small group of your email subscribers, and send B to a different group. By then measuring the amount of opens or clicks, you will be able to see which email was more effective. You can then send the ‘winning’ email out to the rest of your subscribers.

Why Use A/B Testing?

A/B testing is one of the most accurate and reliable methods of gauging the success of your email marketing strategies. It can help you identify areas where your marketing strategy isn’t work, as well as giving you an opportunity to try out ideas and approaches that you wouldn’t have otherwise tried. A/B testing can, ultimately, improve the performance of your marketing campaigns, increase conversions and sales, and enhance customer relations.

In my next post, I’ll talk about some of the things that you can use A/B testing for.