No matter what type of business you have, A/B testing can be a great way to generate more engagement and revenue from your email. The idea behind A/B testing is simple: Send 2 different versions of an email campaign and find out how modest changes—like subject line, from name, content, or sending time—can have a big impact on your results.
Our research has shown that not only do A/B-tested campaigns lead to much better open and click rates than regular campaigns, they typically yield more revenue, too.
But not all A/B tests are created equal. The length of the test and the way you determine a winner play key roles in a test’s overall effectiveness.
Test what you’re trying to convert
Before you set up an A/B test, it’s important to decide the goal—and the intended outcome—of your campaign. There are plenty of possible reasons to choose one winning metric over another, but these 3 scenarios can give you an idea of how to pick a winner based on your goals:
- Drive traffic to your site. Perhaps you run a website or blog that generates revenue by hosting ads. In this type of situation, your winning metric should be clicks.
- Have subscribers read your email. Maybe you’re sending a newsletter that contains ads that pay out by the impression, or you’re simply disseminating information. In those instances, you should use opens to decide the winning email.
- Sell stuff from your connected store. If you’re using email to promote your newest and best-selling products or you’re testing different incentives to encourage shoppers to buy, you should use revenue as the winning metric.
Why does this matter? The table below shows the amount of time you should wait for each testing metric before you’ll be confident in the outcome, based on our research.