It's no longer enough to know your prospect list to make your email campaign stand out from the crowd. So how do you effectively capture the attention of your target audience?
A metaphor to guide you... It's all about finding the right shoe for them!
It's like having too much clutter in your wardrobe. Your communication strategy needs to be fine-tuned to constantly adapt to the changing target audience and their expectations. In other words, it needs to be tailor-made...
So let your inner Cristina shine and opt for the ABC of email marketing makeovers: email A/B testing.
It is simply THE solution to better target the type of email that will appeal to your recipients. How to do it? It is not about adopting a Brazilian accent and sending "my goodness." No, A/B email testing consists of sending, at the same time, at least two versions of the same message to Internet users with a similar profile. Here's how it works.
The Principle of Effectiveness of A/B Email Testing
Performing an A/B test on an email is quite simple. You create two or three versions of the same message by modifying a single variable. For example, the subject line, the image, the CTA button, the wording...
To test effective variations and shades, here are the questions that should guide stylist apprentices in their emails:
Why did we try this variation?In Cordula language, this means: "Why does blue suit blondes better?
What lessons do we hope to learn from this?or "Will most H-shaped people fall into slim fits?
What impact does this nuance have on the performance of this overseas chinese in usa data email? In French-Brazilian, it would be "Magnifaïque! A simple scarf can double the sales of the same outfit."
As you can see, you need to test all the components of an email to see how effective it is. In the end, some of them will be more appealing to your subscribers. The point to remember is this: every variation is worth testing, no matter how small.
Four easy methods for conducting A/B testing via email
1. A/B Testing the Object and Preheader
It's great fun because you can vary both the content and the form. For example, you can play with the length of the words and the presence or absence of well-chosen emojis. Similarly, you can opt for a promotional or informal format, and vary the wording, tone and spirit... Urgency, mystery, questioning... the field of possibilities is endless when it comes to putting together the perfect outfit!
2. A/B content testing
Here too, there is no better way to check the effectiveness of your email campaigns. After the subject line, which elements are likely to be modified?
Think about titles, descriptions, calls to action (CTAs) and ask yourself the right questions:
Are your potential customers more sensitive to the specific design of certain elements?
What type of design works best?
Do your recipients prefer concise or more elaborate texts?
What colors work best in terms of call to action? What text?
What font type and size should I use?
Do the offer and CTA have to appear on the waterline?
3. Try A/B testing of design and template
The following two statistics must be taken into account:
74% of Internet users use their mobile phone to check their email;
8 out of 10 users delete emails if they cannot be read on a tablet or mobile phone.
So responsive design for your emails is not an option. Design elements like color, font, spacing, and images are crucial. So, you can test your emails using two display styles to determine which version to stick with. The lucky one will offer your subscribers the best reading experience. But "tou es soublaïme comme email!!!"
Also consider A/B testing your use of dynamic elements: GIFs, countdowns, videos, etc.
4. A/B testing of the shipping schedule
And yes, the success of an email also depends on when it is sent! Your email A/B tests will also help you determine the best time to send your campaign.
So consider checking the effectiveness of your emails based on:
the day of the week it is sent;
the exact time of day at which it leaves;
the time of year during which it is sent (holiday, special event, season, etc.)
This type of temporary A/B testing of your emails can be an invaluable aid in understanding the behavior of your potential customers beyond just analyzing their areas of interest.
Now that you've mastered your email dress codes, you should avoid using multiple variants in your email A/B tests. Otherwise, as Cristina would say, "Ouh là là, c'est oune ca-ta!" Enough joking, to get useful conclusions from your A/B tests, make sure you only vary one element at a time!
