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?
It shocked me that version (B) of the email, which was shorter, contained less information, had a stronger call to action, and received more responses than version (A), which offered more guidance but had a weaker CTA. The main problem was that although there was a higher level of interaction, not everyone clicked through and requested to unsubscribe.
We A/B tested whether square buttons or linked, underlined text with the same CTA prompt would perform better, and found that our audience was significantly more likely to click the linked text. In an unrelated test, we found that buttons with an outline performed better than buttons without, but not significantly. This led us to change some of the CTAs back to the "classic" linked text look.
I was surprised that a shorter email (B) with less detail and a more direct call to action prompted more responses than version (A) which provided more education but posed a softer CTA. The only issue was that though there was more engagement, it was a mixed bag of folks clicking through and asking to unsubscribe.
I have not performed an A/B test yet but it is important to perform one with each email to gather key information that can help enhance future email engagement.
I once performed an A/B test on an email marketing campaign where we tested two different subject lines. Version A had a straightforward, descriptive subject line, while Version B used a catchy, curiosity-inducing subject line. Surprisingly, Version A significantly outperformed Version B, with a 25% higher open rate. This taught us that our audience preferred clarity and directness over playful ambiguity, which was contrary to our initial assumptions.
One A/B test in email marketing involved changing the subject line format from question-based to benefit-driven. Surprisingly, the benefit-driven subject line increased open rates by 20%. It was unexpected because we assumed the question format would evoke curiosity, but the benefit-driven approach resonated better with our audience's needs.
I've run A/B tests on preview/prehader text. The overall goal is to increase clicks through to the blog articles featured in the email, and by describing the blog content in the preview text (we had a static subject lin) we were able to increase clicks to the blogs themselves. I used to be surprised when a plain language description of the blog article and the benefit it held for the reader won out over a 'clever' turn of phrase. With years of experience, and the information in this course about copywriting, I now understand why plain, benefit rich language works better than something that was 'fun' to write.
Result: Variant B surprisingly outperformed Variant A by 15% in open rates, despite being less promotional. This showed that our audience responded better to a more personalized and subtle approach, rather than a loud and explicit one. This insight has since influenced our email marketing strategy.
In a surprising A/B test, a subject line emphasizing exclusivity ("Unlock Exclusive Access") outperformed one directly mentioning the product ("Introducing Our Latest Innovation"). It showed the importance of tapping into emotions and creating a sense of urgency, leading to improved email engagement and conversion rates.
We've conducted an email with no picture, just plain text and the other email contains a picture. It is in the e-commerce industry and we're launching a new kind of product of footwear. The email with the picture has higher click-through rates.
I did an A/B testing for subject lines and to my surprise the subject line cotaining 2 words and an emoji worked better than a longer subject line with no emoji
