Tell us about an A/B test you’ve conducted in email marketing. Give us some context about your company and industry, then tell us about the parameters of your experiment. What were the results and why did they surprise you?
80 Likes
For e-commerce company conducting an A/B test to measure the effectiveness of short subject lines.
The shorter subject lines are always better it shows the importance of testing assumptions and being open to unexpected findings.
100%!
My A/B testing showed that my customers prefer emails with images and less text. The want short and easy to read emails.
I was surpsied to learn my customers wanted more links and larger images. My A/B test was very helpful and boosted engagement by 20%.
Totally makes sense! What industry is your company in??
the shorter subject line, the better
When I have run A/B tests regarding subject lines, I have been surprised how much impact small variations could make.
I’d like to share about an A/B test we conducted at my company in the financial services sector. Our company offers personal financial products and services, including loans, credit cards, and savings solutions.
We implemented an A/B test in an email marketing campaign to improve the email open rate and generate more conversions. In this experiment, we selected two different email versions to send to the target audience of potential customers.
**Experiment Parameters:**
Version A: The email subject focused on the long-term financial benefits, emphasizing cost savings over time.
Version B: The email subject created a sense of urgency by announcing a limited-time offer.
We sent these two versions to two randomly chosen groups from our potential customer list and monitored the statistics after a specific period.
**Results and Surprise:**
Upon reviewing the results, we were surprised to find that Version A had significantly higher email open rates and conversion rates than Version B. This was contrary to our initial expectations. We had assumed that a limited-time offer would entice customers, but the reality showed that they valued long-term cost savings more than a short-term incentives.
These results made us realize the importance of better understanding customer expectations and mindsets when designing effective email campaigns. Sometimes, what we perceive as appealing may not align with customer expectations, and testing is a valuable way to identify the best strategies for each target audience.
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@MaiAnne ok this example is absolutely BEAUTIFUL 
I love the details you put in, and the inferences you were able to make including the greater curiosity in understanding your customers which is *chef’s kiss*
It really wouldn’t have been my guess either that customers were looking for long term cost savings over short term, especially with how instantaneous our world has become!
This goes to show that consumers still value practicality a lot, and are not always prone to becoming impulsive even when presented with deals that rush them.
I’ve never done an a/b test because I’ve never come across instructions anywhere. Your certificate seemed to indicate that it’s a matter of manually sending one version to a portion of your list and another version to another portion, analyzing, and then sending the winning version to the rest of your list.
I’ve never done an a/b test because I’ve never come across instructions anywhere.
I’ve never done this before, Im on the process of learning it so this is a great opportunity of learning. I’m so excited to used everything. Thank you!
I am still new to email marketing and currently taking the certification. My suscribers though are not really enaging with the emails i send, so what i am trying to do now is create determine their send time optimization to see where they fit in terms of what time i send them emails. I have also changed the format of my emails and hope they are enagaging now.
I have done quite a lot of them, however I just ended up confirming my hypotheses. Didnt encounter any surprises. (e.g. Higher CTR when I sent emails between 7-9 pm, after work /dinner)
The most common one is when I change the subject of the mail, that allows me to know more the tone of voice I need to use when I’m trying to connect with my audience
I’ve never done this before, Im on the process of learning it so this is a great opportunity of learning.
Thank you!
I’ve never attempted this before, but I’m currently learning, so this presents a good opportunity to grow and acquire new skills.
I haven’t done this before, but I’m looking forward to doing this in the future.