What variables should you test?
Posted: Mon Jan 20, 2025 6:43 am
How to A/B test your emails
A/B testing, or split testing, is the process of sending two different emails where one variable has been changed in order to find out which change produces better results. Making small tweaks to your emails can have a huge impact on your email open and conversion rates, so A/B testing is essential to continually improving your emails.
If your customers tend to view their work emails on mobile devices, shorter subject lines are ideal, as important keywords may get truncated on smaller screens. This research by Return Path shows that subject lines between 61-70 characters have the highest open rates.
According to research by Return Path, keywords that convey a benefit (“best,” “easiest,” “fastest”) and keywords that encourage action (“open,” “add,” “sign up,” “download”) have a positive impact on email colombia telegram number database open rates. On the other hand, clickbait words (“secret,” “shocking,” “you won’t believe”) and keywords that announce discounts (“2-for-1,” “half price,” “clearance”) have a positive impact on email open rates.
In addition to finding the keywords that best convey your message, you can also look at the entire wording of your subject line. For example, you can test whether it works best to ask a question or statement like, "What big marketing trends can we expect in 2022?" versus "Digital marketing trends that can't be ignored in 2022." You can also rearrange the wording to "Expected digital marketing trends for 2022" so that readers see the year "2022" and know that this is up-to-date information.
The day of the week and time of day are also key factors in email open rates. For example, if you were to send an email on Friday evening, it would certainly be buried among the slew of other promotional emails your customers receive between then and Monday.
Generally speaking, research shows that the best time to send emails in B2B is Tuesday or Wednesday, around 10 AM or around 3-4 PM. This is because at 10 AM, you will give your customers a chance to settle in and complete urgent tasks, and then they will have time to browse the rest of their emails, with yours at the top. 3-4 PM is when people are more relaxed about checking emails after lunch and before going home from get off work.
A/B testing, or split testing, is the process of sending two different emails where one variable has been changed in order to find out which change produces better results. Making small tweaks to your emails can have a huge impact on your email open and conversion rates, so A/B testing is essential to continually improving your emails.
If your customers tend to view their work emails on mobile devices, shorter subject lines are ideal, as important keywords may get truncated on smaller screens. This research by Return Path shows that subject lines between 61-70 characters have the highest open rates.
According to research by Return Path, keywords that convey a benefit (“best,” “easiest,” “fastest”) and keywords that encourage action (“open,” “add,” “sign up,” “download”) have a positive impact on email colombia telegram number database open rates. On the other hand, clickbait words (“secret,” “shocking,” “you won’t believe”) and keywords that announce discounts (“2-for-1,” “half price,” “clearance”) have a positive impact on email open rates.
In addition to finding the keywords that best convey your message, you can also look at the entire wording of your subject line. For example, you can test whether it works best to ask a question or statement like, "What big marketing trends can we expect in 2022?" versus "Digital marketing trends that can't be ignored in 2022." You can also rearrange the wording to "Expected digital marketing trends for 2022" so that readers see the year "2022" and know that this is up-to-date information.
The day of the week and time of day are also key factors in email open rates. For example, if you were to send an email on Friday evening, it would certainly be buried among the slew of other promotional emails your customers receive between then and Monday.
Generally speaking, research shows that the best time to send emails in B2B is Tuesday or Wednesday, around 10 AM or around 3-4 PM. This is because at 10 AM, you will give your customers a chance to settle in and complete urgent tasks, and then they will have time to browse the rest of their emails, with yours at the top. 3-4 PM is when people are more relaxed about checking emails after lunch and before going home from get off work.