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10 Do's and Don'ts of A/B-Testing Your Email Marketing Campaigns

by Lauren Tympel  |  
January 12, 2015
  |  8,262 views

A/B-testing your marketing emails can be a profitable game-changer. In fact, there is no better way to determine the impact a design, copy, or scheduling change can have on the success of your email campaigns.

But if you're unfamiliar with A/B testing or you're just getting started, it can be an overwhelming project to take on. Here's a list of do's and don'ts to steer you in the right direction.

1. Do run tests that have recurring benefits

If you've done your research, you know you can test a myriad of variables in your emails. And although some of them might be intriguing (what would happen if you alternated capitals and lowercase in the headline?), some tests are unnecessary. Don't rely solely on how-to-A/B-test articles like this one to inform your testing schedule. You can, however, use them for inspiration to find factors that are relevant to your specific audience.

For example, if you're testing images for a sports apparel company, you could test variables such as product images on backgrounds, using models in your images, or showing posed shots versus action shots. (You can use a free photo editing tool, such as Pixlr, to manipulate your images.)


Try to choose global factors that will apply to all of your future emails before worrying about smaller considerations that won't appear too often in your campaigns.

Be patient with yourself here: A/B testing is a science; learning what to A/B-test is an art.

2. Don't test factors that are one-email specific


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Lauren Tympel manages email marketing for Ripen eCommerce, a full-service agency that offers development, design, and marketing solutions for online retailers.

LinkedIn: Lauren Tympel

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