How to Master Email Marketing Through Split Testing

Written by Lowri Bull on November 28, 2023

There are 4 billion daily email users worldwide. By 2025, this number is expected to climb to 4.6 billion. (Statista, 2021) 

Emails are still a powerful tool for engaging with customers and driving conversions. However, with databases ever-growing, it’s important to ensure we continue delivering exciting and interesting communication that we know our users will interact with. 

This is where split testing comes into play. Split testing empowers the LeadScale Labs team to experiment with different approaches. Split testing allows us to create alternative versions of our email marketing campaigns to see what attributes our users engage in more. We can then use the results to continually test and ensure we only send our users campaigns they will engage with, securing our opens and clicks do not drop. 

So, let’s talk about split testing.  

The Essence of Split Testing: Unveiling User Preferences

Split testing, or A/B testing, involves creating two or more variations of an email campaign and sending them to randomly selected segments of our email list. By analysing the performance of each variation, we can decide which elements, such as subject lines, content structure, or call-to-action buttons, are most effective in driving engagement and achieving our desired outcomes. 

Leveraging Email Service Providers for Split Testing

Most email service providers offer built-in split testing functionalities, simplifying the process of creating and executing tests. These tools enable us to schedule around five variations of an email campaign. 

On top of that, we can A/B test different subject line variations or content variations. The A/B testing function allows us to define a “testing group, ” a smaller fraction of our database, typically around 30%. This testing group will be further divided into equal segments, each receiving different creative content or subject lines. The remaining email database will then receive the best-performing version of this test. 

Ultimately, this technique allows us to measure the performance of every email communication and decides which is most effective in achieving our desired metric goals (the best open and click rates). 

Optimizing Subject Lines: A Tale of Casual versus Urgent

The subject line is one of the most impactful aspects of an email campaign. It serves as the first impression, enticing recipients to open the email or relegate it to the dreaded spam folder. Through split testing, we can experiment with different subject line approaches to decide which style elicits the most favourable response from our audience. 

One example for A/B subject line testing is Casual vs. Urgent: “Sign Up and Receive a £5 Bonus this June” vs. ” Sign Up Today and Receive a £5 Bonus. Expires 10th June”. With this test, we found that the click rate was higher for the subject line, which elicits more urgency.

A/B Testing Content: Embracing Brand Colours for Enhanced Click-Through Rates

Another example of A/B content testing is Generic Colours vs Brand Colours. For this, we tested using generic colours (blue, red, etc.) for text and CTA buttons vs. our website’s brand colours. With this test, we found that the click rate was higher for the creatives that matched our branding colours over generic colours, and we have since re-vamped all of our creatives to use our brand colours only. 

Reaping the Rewards of Split Testing: A Multifaceted Advantage

There are several benefits to split testing, which include increased engagement and deliverability, increased revenue per user, and lower complaint rates.  

These are crucial to ensuring that we can continue sending emails. If complaint rates rise, we might see emails starting to bounce or be marked as spam by the email providers. This is something we ultimately do not want to happen. It also allows us to keep the content fresh, ensuring we keep changing the creatives with new content that users have not seen before. 

Maintaining Content Freshness: A Continuous Cycle of Improvement

Split testing extends beyond email marketing, influencing our approach to website creatives, pop-ups, and landing pages. It has become an intrinsic part of our digital marketing strategy. It empowers us to continuously refine our messaging and perfect our campaigns for maximum impact. 

Split Testing – A Catalyst for Success

Split testing is a cornerstone of effective email marketing, enabling us to unlock data-driven insights and refine our strategies to achieve our desired goals. By embracing this powerful tool, we can continuously elevate our email campaigns, ensuring that they still are engaging, impactful, and aligned with the preferences of our ever-evolving audience. 

Embrace the Future, Lead the Generation

LeadScale is revolutionizing the way businesses work with lead generation. Our experts are helping companies reach new heights by driving success and efficiency through data-driven insights. So, take the first step today. Let LeadScale empower you to unlock the true potential of your business and boldly navigate growth.

Contact our team to see how you can maximize your marketing budget with LeadScale.