Email Marketing terms

Split Testing

Another term for A/B testing, where two versions of an email are compared to determine which is more effective.

What is a split testing in email marketing?

Split testing, also known as A/B testing, in email marketing is a method used to compare two versions of an email to determine which one performs better. It involves sending one version of an email to a subset of your subscribers and a different version to another subset, then comparing the results to see which version was more effective. The versions can differ in various aspects such as subject lines, content, images, call to action, or sending time.

The goal of split testing is to understand the preferences of the email recipients and to optimize future emails for better engagement. By testing different elements of an email, marketers can gain insights into what strategies work best for their audience. This can lead to higher open rates, click-through rates, and conversions, making email marketing campaigns more successful.

How does split testing work in email marketing?

Split testing, also known as A/B testing, in email marketing involves creating two or more versions of an email campaign and sending them to a small percentage of your total recipients. Each version will have a single variable that's different, such as the subject line, email content, call-to-action, or sending time. The purpose is to determine which version generates the best results in terms of open rates, click-through rates, or conversions.

After the test emails are sent, the marketer will monitor and analyze the performance of each version. The version that performs the best, according to the predetermined success metric, is then sent to the remaining recipients. This method allows marketers to make data-driven decisions and optimize their email campaigns based on actual user behavior, thereby increasing the effectiveness of their email marketing efforts.

Why is split testing important in email marketing?

Split testing, also known as A/B testing, is crucial in email marketing because it allows marketers to understand what strategies work best for their target audience. By creating two different versions of an email and sending them to different subsets of their audience, marketers can track which version generates more opens, clicks, or conversions. This data can then be used to refine and optimize future email campaigns, ensuring that the content is as engaging and effective as possible.

Moreover, split testing can help to reduce the risk of sending out content that may not resonate with the audience or even turn them off. It provides valuable insights into the preferences and behaviors of the audience, such as the best time to send emails, the most effective subject lines, and the type of content that generates the most engagement. Therefore, split testing is a powerful tool for improving the overall performance of email marketing campaigns.

What are the best practices for split testing in email marketing?

Split testing in email marketing, also known as A/B testing, involves comparing two versions of an email to see which one performs better. The best practices for split testing include testing one element at a time, such as the subject line, call to action, or email design, to accurately determine which factor is influencing the results. It's also important to test on a small segment of your email list first, before rolling out the winning version to your entire list.

Another best practice is to ensure that your test is statistically significant. This means that the results are not due to chance, but to the changes you made. You can use an A/B testing calculator to determine this. Additionally, it's crucial to keep track of your results over time. This will help you understand what works and what doesn't for your audience. Lastly, remember that what works for one campaign may not work for another. Therefore, continuous testing and optimization should be a part of your email marketing strategy.

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