You’ve
probably heard of AB testing in email marketing, but have you heard of A, B, C,
D and E testing?
Well with
Campaignmaster you can create five different versions of your email and test to
see which version works best and resonates with your audience.
Small
changes can have a significant impact on the results of your email campaigns.
You never know how a simple word change can affect perception.
The most obvious choices to test are the from name, the from address and the subject line. Quick and easy to do for a start!
So, here’s
an example of a simple from name test:
From Name =
Campaignmaster
From Name =
Aran at Campaignmaster
Some
recipients may be more receptive to seeing a name in the from name, it’s
definitely more personable.
But how
could you change a from address? Below is some food for thought:
From
Address = team@e.campaignmaster.co.uk
From
Address = aran@e.campaignmaster.co.uk
From
Address = hintsandtips@e.campaignmaster.co.uk
Which one would
encourage you to open the email?
Moving on
to the all-important subject line. Below are five different subject lines.
So, from these subject lines for a security content campaign, which one would you say worked best in encouraging engagement?
- Do everything you can to avoid data breaches
- Avoid data breaches – advanced security measures as standard
- Protect your data from hackers as standard with our security features
- Is your email service provider keeping your data safe?
- Following the recent data breach to a large email service provider…
The results below are kind of similar but version E definitely won for most opens.
As this
campaign was sent to email marketers, we felt it definitely resonated with our
audience.
In our next
example, we offered a download to a beginners guide to email marketing. This
time we only conducted a two way split test, so just an A B test.
- [Download] The Beginners Guide to
Email Automation - The Beginners Guide to Email
Automation
Which one do you think worked better? These results were interesting as there wasn’t a significant difference, but still there was a difference. Recipients who received version B opened more, however recipients who received version A clicked more. Perhaps the word ‘Download’ drove people to go straight to the call-to-action button?
With our
last example, we wanted to advertise a video of our services. Which one was
best received from the following subject lines?
- Concerned
about your email security? Compliant with UK data protection laws, we can help. - Are you using a reputable email
service provider? Our video will provide a good indication. - Are you only 80% GDPR compliant?
This campaign had a stand out winner when it came to opens, and this being version C. Perhaps this subject line raised some concerns with the reader?
We hope
we’ve given you some real insight into the world of multivariate email testing.
Of course,
you don’t need to just stick with the from name, subject line and from address
but as it’s the first thing your user will read, we highly recommend you should
start here.
Additionally, using our email marketing platform you can also test pre-header text and actual campaign content too.
If you need
help with any element of your email marketing, please do get in touch at info@campaignmaster.co.uk or call 0208 863 5334.