A/B testing (or split testing) is when you compare two or more versions of an email against each other to determine which one performs better with your subscribers.
For instance, you could send two versions of a message to a small percentage of your audience — say, 10% receive one message and another 10% get the other version. Then, you can send the winning version to the remaining 80% of your list.
Do this often enough, and you’ll begin to see patterns. Maybe shorter subject lines lead to more opens than longer ones with your audience. Or maybe a big button gets 3x more clicks to your website than hyperlinked text. A/B testing takes the guesswork out of email.
Most email service providers only let you A/B test subject lines. But AWeber’s A/B testing tool is one of the most robust in the industry. You can test:
- Subject lines
- Preheader text
- Email designs and templates
- Body copy
- Call-to-action text and placement
- Background and button color variations
- Message send time
And…A/B testing is fun! You’ll constantly find new things your subscribers like or don’t like. (In fact, this email is a split test! I tested two different subject lines — one with an emoji, one without — to see which one drove the highest open rate.) Give it a shot!