#6 - A/B Testing on Campaigns (Part 2)

December 14, 2023

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Welcome back to our sixth edition on The Weekly Scoop.

Today, I’ll be doing a slightly deeper (but brief) dive on A/B testing your email campaigns (if you need a quick refresher on the first, click here).

A/B Testing For Email Campaigns

I feel like a naggy mother here, but again, you shouldn’t be approaching A/B testing with a ‘Oh I feel like testing this today’ kinda feeling.

There’s going to be significant (& insignificant) A/B tests for each brand - and it’s your job to suss out which is which (eg: a test for social content might not work on a promotional email).

Some examples below:

A/B Tests for Campaign Open Rates

  • Sender name

  • Time send

  • Subject Line (SL): With vs without first name tag

  • SL: With vs without emoji

  • SL: With vs without offer

  • SL: Statement vs question

A/B Tests for Campaign Click Rates

  • Text base vs fully HTML

  • Long vs short copy

  • With vs without timer

  • With vs without discount

  • With vs without price tag

  • With vs without price cut

  • With vs without reviews

  • With vs without product recommendations

  • HERO: Product vs model/lifestyle

  • HERO: Product ‘A’ vs ‘B’

  • HERO: Static vs GIF

  • HERO: Text only vs Image

  • HERO: Single vs multiple products

  • CTA: Static vs GIF

  • CTA: Hyperlinked text vs image

More ‘Advanced’ A/B Tests

This goes beyond the scope of standard A/B tests, but are good to test out as well:

Segment A/B Tests

You want to use the same email content here, but test them across 2 different segments to analyze what makes them tick. This is especially good for new product launches, price updates, or even sales clearance.

  • Profiles with vs without placed order history

  • Engaged vs defecting profiles

  • Profiles with vs without subscription plans

  • Domain A/B tests (GMAIL, Apple.etc)

  • Profiles in US vs worldwide

Landing Page A/B Tests

Once you’re pretty happy with the metrics you’re seeing on email, feel free to move onto these.

  • Product page vs collection page

  • Product page vs blog page (related to product)

  • A la carte page vs bundle page

  • Best seller page vs clearance page

And that’s a wrap!

Today’s newsletter is quick & dirty, but I hope it was useful all the same.

Feel free to send any questions my way, and I’ll do my best to get back to you.

Cheers.

Mira Lastari