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?
I sell children's clothing. I want to test CTA to see which generates more conversion. I also want to test CTA through different type of images in emails.
Sometimes I have been surprised with the amount of response on something as simple as a link. And on the contrary, how much someone avoids clicking on a link.
I am currently a marketer for a physical therapy clinic. We are soon to open a new clinic and are formulating 2 emails that are slightly different to conduct A/B testing, such testing as not yet been conducted yet.
In a recent A/B test at my company, which operates in the hospitality industry, we experimented with two different subject lines for our email campaigns. One subject line was personalized with the recipient's name, while the other was more generic. We expected the personalized version to perform better, as personalization typically increases open rates. However, to our surprise, the generic subject line had a significantly higher open rate. After analyzing the results, we realized that the more direct and intriguing tone of the generic line resonated more with our audience, who preferred a straightforward approach over personalized messaging
An A/B test I performed was on testing subject lines: one was framed as a question, and the other was not. It was surprising both gave the same open rates, despite advice that a subject line in the form of a question would perform better.
For my Substack newsletter, an email writing platform for writers, I A/B tested the best days and times to schedule an email to reach my audience. I initially would post after I finished writing. After looking at analytics and time zones, I found that the best days were Wednesdays and Fridays in the evenings.
My experience with A/B testing comes from using other platforms for running ads, testing YouTube titles and thumbnails, and my Substack newsletter.
I have yet to use an email marketing tool for my main website. My online business focuses on providing self-development and personal finance content to singles.
