How We Use A/B Testing to Continuously Optimise Our Email Campaigns

A/B testing in email marketing is the process of sending one variation of your campaign to a subset of your subscribers and a different variation to another subset of subscribers, with the ultimate goal of working out which variation of the campaign garners the best results. By testing different campaigns for the same audience you can make careful changes to your users’ experiences while collecting data on the results.

To test the changes in our click-through rates, the Personalise team conducted a set of A/B tests on our monthly email newsletters sent to our Personalise users. Our Key Performance Indicator (KPI) used to determine which campaign is our winner was Click-through rates (CTR). The campaign with the higher CTR was considered the better performing campaign. The visuals below summarises the results of some of the tests conducted (this list is not exhaustive):

From these tests, we were able to conclude that our users prefer a certain type of email subject despite sending them many variations of the same email subject. Additionally, we were also able to conclude that more users preferred a picture without a button visuals wise. These different A/B tests have allowed us to see what our users prefer and make modifications of our future campaigns from there.

To read more on the benefits of A/B testing and some of the best practices you can follow when starting your A/B tests, click here

Ready to improve your campaigns? Start your A/B testing journey on Percy now!