Open rate refers to the rate at which an email is opened, and specifically, changing the subject or sender of the email can change the results, and testing can be expected to improve them. Click rate
is the percentage of people who clicked on a link or image in the email body among those who viewed the email, and efforts to increase this click rate are an effort. A/B testing can be performed by changing the image to make the reader want to know more, changing only the wording of the image, or changing the color and wording of the button.
Key points for A/B testing email newsletters
It's important not only to conduct A/B tests, but also to review the results and continue to improve.
For example, if you conduct an A/B test with the goal of netherland phone number improving open rates, and the results show that A is better, you can continue with A and conduct A/B testing from a different perspective. By repeating this process, you can carry out highly accurate email marketing.
How to Manage the Results of A/B Tests
This time, a spreadsheet that we use in our company.
How to Manage A/B Tests
At a minimum, the items that need to be managed include a test overview, test-related items such as the email title and sender, and actual results such as the number of deliveries, number of opens, open rate, and click rate.
Another way to manage the results is to use a tool. For example, we use HubSpot. In addition to the basic functions of email marketing, HubSpot also allows you to conduct A/B testing.
Before the change, the form items collected included name, email address, company name, industry, department, and job title. However, given that these are offer materials aimed at the awareness stage, we prioritized acquiring potential customers and conducted a test by reducing the number of items collected.