What is A/B testing of a newsletter and how to do it

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Let's figure out how to effectively conduct a test and choose the best version of an email newsletter
06/19/2024 ⏱ 10 minutes
What is A/B testing of a newsletter and how to do it
An online clothing store wanted to know whether the conversion rate of a newsletter would increase if the subject line was changed. The company conducted an A/B test, analyzed the results, and found that subscribers opened the newsletter with the new subject line more often.

In this article, we will look at what A/B testing is, kenya phone numbers how to conduct it correctly, and what mistakes should be avoided in the process.
What is A/B testing and why does a business need it?
How to conduct A/B testing of a newsletter
4 common mistakes when conducting A/B testing
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What is A/B testing and why does business need it?
A/B testing in marketing is a method that helps compare two versions of a product and understand which one works more effectively.
How to understand that the mailing worked? Read our article
What is the essence of A/B testing? Users are divided into two groups and shown different versions of the product. For example, one part of the clients sees an email newsletter with the old subject, and the other - with the new one. Then the company evaluates which version the audience responds to better.

A/B tests of the newsletter help businesses solve the following problems:

optimize your email marketing strategy;

improve the effectiveness of marketing communications;

improve user experience: understand user preferences and create more relevant and engaging emails for them.
With the help of A/B testing, you can check not only mailings, but also, for example, registration forms, the interface of individual elements on the site, product descriptions, promotions and discounts.

There are two types of A/B tests:
Simple.
Complex.

Simple A/B tests. With their help, you can test minimal changes in the letter. For example, send two identical letters, but write different subjects and find out how sensitive the audience is to your tone of voice and what specifically attracts their attention.
Working examples of email newsletters to bring customers back to the store
A/B testing of email subject lines
The second email has a higher open rate due to the name in the subject line.
Complex A/B tests. The company sends subscribers two emails with completely different content. This allows them to find out which content motivates subscribers to take a target action more.