Dial to Perfection: 12 Testing Techniques for Different Email Versions

Introduction

At the heart of successful email marketing lies the ability to adapt to the demands of your audience. Testing different versions of your email gives you critical insights about what works and what doesn't, leading to constant improvements in your communication strategy. In this article, we elucidate 12 optimal strategies for testing different email versions, guiding you through a comprehensive journey from defining these strategies to executing them and, finally, measuring their effectiveness.

1. Identifying Key Differences

• Description: Determining which elements of your email versions to test for impact on performance.
• Strategy: Prioritize email elements that have a significant influence on your objectives such as subject lines, calls-to-action, or content.
• Action Plan: Take stock of your email elements, decide on the most impactful elements to test first, and schedule tests accordingly.

2. Single-Variable Testing

• Description: Isolating individual variables to determine their specific impact on email engagement and conversion rates.
• Strategy: Adopt a clear, structured approach where you test one variable at a time to accurately determine its influence.
• Action Plan: Choose a particular element, create two versions with one significant difference, analyze the results, and attribute changes in performance to that specific variable.

3. Multivariate Testing

• Description: Testing multiple variables simultaneously to understand the interactions among them.
• Strategy: Apply it when you have enough traffic to garner statistically significant insights and feel confident about single-variable testing.
• Action Plan: Choose multiple email elements, create different versions combining those variables, execute tests, and analyze the interactions and their effects on performance.

4. Timing Analysis

• Description: Exploring how the time and day of sending impacts engagement rates.
• Strategy: Test different send times and days with a section of your email list to pinpoint the optimal engagement times.
• Action Plan: Schedule emails at different times and days, analyze recipient engagement, and schedule future emails according to the most effective times.

5. Testing Frequency

• Description: Determining the optimal email frequency that results in high engagement and minimal list churn.
• Strategy: Gradually vary the number of emails sent over a while and measure the effects on engagement and unsubscribe rates.
• Action Plan: Adjust your email frequency parameters for specific periods, compare results, and implement the frequency that yielded the best results.

6. Subject Line Experiments

• Description: Tailoring subject lines to boost open rates.
• Strategy: Experiment with different lengths, tones, styles, or personalization tactics within your subject lines.
• Action Plan: Draft a variety of subject lines for the same email content, track open rates, and devise future subject lines based on the most effective techniques.

7. Content Layout Testing

• Description: Tweaking email body layouts to enhance readability and click-through rates.
• Strategy: Test variations in content structure, such as single-column vs multi-column designs or the placement of main points.
• Action Plan: Implement different layout designs for the same email content, assess CTRs and reading times, and adopt the layout that yielded the most engagement.

8. Personalization Level Monitoring

• Description: Evaluating the right degree of personalization to improve engagement without crossing into overly intrusive territory.
• Strategy: Modify the extent of personalization in emails and gauge its impact on open rates, CTRs, and conversions.
• Action Plan: Send emails with varying degrees of personalization, compare recipient responses, and determine the ideal personalization level to employ.

9. Call-to-Action Evaluation

• Description: Testing different styles, placements, and wordings of the CTA for maximum conversion.
• Strategy: Create different versions of a CTA within the same email body and compare performance.
• Action Plan: Use A/B testing to compare CTAs, analyze click and conversion rates, and use the winning elements in future CTAs.

10. Visual Elements Analysis

• Description: Determining the optimal use and placement of visuals (like pictures, GIFs, videos) in emails for increased engagement.
• Strategy: Test emails with different visuals or varied placements and observe their effects on engagement.
• Action Plan: Use two versions of an email – one with visual elements, one without – compare engagement rates, and fine-tune future visual usage based on results.

11. Inbox Placement Research

• Description: Studying how placement in recipient inboxes affects open and read rates.
• Strategy: Monitor inbox placement and delivery rates across various email clients, focusing especially on the ‘Primary’ vs ‘Promotions’ impact in Gmail.
• Action Plan: Use an Email Deliverability tool to track placement, study the impact on open rates, and adjust email elements based on findings.

12. Mobile Versus Desktop Comparison

• Description: Evaluating the performance difference between the desktop and mobile readership of your emails.
• Strategy: Use responsive email design and measure performance differences to optimize for both platforms.
• Action Plan: Segregate recipient activity by device, compare engagement and user experience, and make necessary adjustments for optimal viewing on each platform.
• Conclusion

The realm of email marketing is vast, demanding perpetual learning and testing. Establishing these 12 ideal goals for testing different versions of your email, not only enhances your existing campaigns but also equips yourself with a continual improvement mindset. Stay curious, agile, and innovative, and remember, every email sent is an opportunity to test, learn, and refine your approach for the next one.