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Do's and Don'ts of A/B-Testing Your Marketing Emails
Do's and Don'ts of A/B-Testing
Your Marketing Emails
Through A/B testing you can very well verify the impact a copy,
design or scheduling change can have on the success of your
email campaigns. However, if you are unacquainted with A/B
testing or if you are just planning to get started with it, then do
remember that it is a vast project to initiate.
Following are the Do’s and Don’ts list of A/B testing that can
guide you in the right direction.
There are multiple test that
you can run on your emails .
However, you must try to
select global factors that will
be relevant to all your
Do conduct tests that have persistent
You must always
tests that are
to have an
impact in the
long run, even if
they are less
interesting for a
are sure to have
a positive impact
on your business.
Do not test aspects that are precise and
have less impact
Do test like an expert
It is always advisable to assess one thing at one time and
keep your group of recipients haphazard.
Do not utilize before and after tests
An A/B test can be
valid if you send
the emails on the
same exact day
Do study data as explanations
Always break down the
results of your data by
using simple English , so
that it clarifies what has
actually changed and
what information is
discrete to your A/B tests.
Early responders are
more likely to respond
in a distinct manner
than those who take
some time to find and
open your mail. So,
always wait for at least
24 hours before
analyzing your data.
Do not term it too early
After getting the data back from the test and translating it into
actionable observations, you must work on it.
Do work on your outcome
Test 1 Test 2 Test 3 Test 4
Result1 Result2 Result3
You must always keep in mind that A/B testing is the uncertain
and consistently changing landscape of email, e-commerce and
customer behavior. Therefore, you need to test a factor several
times and question the results every few months or for a few
years, depending on the nature of the aspect being tested.
Do not consider that the results are
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