Despite the rapid development of alternative communication channels, email still remains a powerful marketing tool, outperforming banner ads and SMS by an impressive 108%. That said, it is important that your letters do not get lost and stand out in an overflowing mailbox.
Email marketing A/B testing is the secret weapon that unlocks what resonates with your audience and what you should improve to generate and convert more email subscribers. On this note, Mailchimp is one of the best tools for A/B testing.
Read on to learn more about A/B testing and how to do A/B tests in Mailchimp.
Email A/B Testing: Don’t Guess, Test!
Email split testing is a common practice of comparing two versions of an email to determine which is more effective. In practice, this means sending two slightly different emails to different subscribers.
Source: Convertcart
Here’s how you can A/B test an email:
1. Choose the element you want to test: topic, content structure, color scheme, time of submission, etc.
2. Create two email versions and change the selected element in one version.
Source: CUX
3. Divide the mailing list randomly into two groups and send them a different email version.
Source: Zapier
4. To determine the winner, track and analyze each group’s key metrics: open rates, click-through rates, and conversion rates.
Thanks to A/B testing, you get valuable information about audience preferences: what topics attract their attention, what content interests them, at what time they engage, and more, depending on the goals of a particular test.
Why Does Your Email Marketing Need A/B Tests?
Investing in email marketing yields phenomenal returns, up to $70 in net profit for every dollar spent. Brands across industries have significantly improved their key metrics with A/V testing.
Here are some real-life examples:
| Company | The result of A/B testing | The main change |
|---|---|---|
| Airbnb | The number of bookings increased by 30% | Personalized email recommendations |
| Grammarly | CTR increased by 20% | Animated GIFs in emails |
| Netflix | CTR increased by 30% | Personalized recommendations by email |
| HubSpot | Finding that left-justified text in emails received fewer clicks | Center text in email messages |
What Does A/B Testing in Mailchimp Allow?
Mailchimp offers a user-friendly A/B testing tool with many benefits: a user-friendly interface, flexible variables, detailed statistics, and marketing automation.
Now, let’s dive into the A/B testing email magic you can wield with Mailchimp.
Variable 1. Subject Line
During the A/B test in Mailchimp, it’s worth experimenting with questions and statements, short and long subject lines, emojis, etc.
Source: Mailchimp
Variable 2. From Name
Find out if your subscribers respond better to emails from individual or branded emails. A/B testing in Mailchimp allows you to test both options and see what resonates more.
Source: Zapier
Find out if your subscribers respond better to emails from individual or branded emails. A/B testing in Mailchimp allows you to test both options and see what resonates more.
Variable 3. Content
Mailchimp allows you to:
- Test variations on headlines, subheadings, body text, or images
- Explore different content patterns
- Optimize calls to action (CTA)
Email content testing lets you see what resonates best with your audience, e.g., minor changes or completely different design patterns.
Variable 4. Send Time
This variable in A/B testing on Mailchimp lets you discover when subscribers are most likely to open your emails.
For example, version A of your email gets the most views on Tuesday at 10 AM, while version B shines on Thursday at 2 PM. This data allows you to plan future mailings for those days and times with the highest engagement.
A/B Test in Mailchimp: A Step-By-Step Guide
There are a lot of video instructions that show you how to set up an A/B Test. And here is one of the most understandable:
Stage 1. Create a New Email Campaign
- Click the Create icon, then select Email
- In the campaign type selection, among the offered Plain Text, Template, and A/B Test, click on the latter
- Give your A/B test a descriptive name and click Start
Stage 2. Select Recipients
Go to Audiences in the campaign builder and select the audience you want to target.
| Option 1 | Option 2 |
|---|---|
| Create a new segment right on the open screen and adapt it to your needs | Use saved segments to make sure the test reaches the right audiences |
Once you’ve made your selection, click Next to continue.
Stage 3. Choose a Variable
Decide which element you want to test. A/B test in Mailchimp is carried out in four areas (we have already discussed them above):
Source: Mailchimp
Stage 4. Set up Your Test Variations
Here, you can create different versions of the selected variable.
- Click the + or – icons to add or remove variants of a variable
- Choose the recipient percentage of your combinations using the linear slider
- Choose the method of determining the winner (manually or automatically, based on) the opening frequency, number of clicks, or total income
- Choose the duration of the test
- Click Next
Stage 5. Send Your Test and Analyze the Results
Mailchimp will automatically send you the A/B test, segmenting your audience and offering different options for different segments.
How To Improve A/B Testing Productivity in Mailchimp
You may think that A/B testing is difficult, but here are some helpful tips:
- Test one variable at a time so you can clearly determine the impact of the changes
- Use a sufficiently large number of contacts: When you provide an A/B test in Mailchimp, it is recommended to take at least 5000 contacts to obtain statistically significant results.
- Focus on metrics that match your goals: Do you want to increase email open rates, clicks, or conversions? Choose metrics according to your strategic objectives.
- Ensure the duration of the test is sufficient: Run the test for at least 1–2 days to get a representative sample of data.
- Conduct email analytics regularly and apply the new knowledge: Learn from A/B test results and use them to improve future campaigns.
Transform Email Campaigns With 5 Mailchimp A/B Testing Ideas
Did you know that only 20% of email subscribers actually open inbox messages?
Here are 5 ideas to use A/B testing in Mailchimp efficiently:
| Subject Line & Preheader | Create eye-catching subject lines that capture attention and accurately reflect the content of the email. Test different lengths, tones (informative vs. curious), emojis, and personalization. Combine a winning subject line with a catchy pre-headline for added impact. |
|---|---|
| From Name & Send Time | People are more likely to open emails from senders they know. Check whether emails are being sent on behalf of a specific person or your company name. Also, experiment with different sending times to see when your audience is most receptive. |
| Email Length & Structure | There is no universal email length. However, the shorter it is, the more likely it is to be read. Experiment with your information hierarchy – see if placing the call to action in the middle or after the value creation works best for your audience. |
| Mobile Email Optimization | 67% of Gen Z open emails on mobile devices. Make sure your emails display flawlessly on tablets and smartphones. Try single-column layouts with a responsive design for an optimal mobile experience. |
| Personalization | Audience segmentation and tailoring emails to its interests or purchase history is a winning move. Test targeted campaigns on general messages to see if personalization pays off. |
A/B testing isn’t a one-time gimmick but an ongoing process that unlocks the true potential of your email marketing. By constantly testing and improving your emails, you will increase audience engagement and email conversion rates.
