Improving your emails with Split testing

Why are some emails opened more often than others? Why do some
emails have more referrals than others? Creating high-quality and
efficient email marketing campaigns is not as a simple task as
it seems at first glance. It is advisable to test email marketing
campaigns using a special kind of testing: Split testing (or A/B
testing). For example, you have two different versions of your
email – email A and email B. You send different emails to different
groups of people to determine which one is better. But manual data
processing takes a lot of time that leads to extra expenses.

UniSender is a service that allows you to automate the A/B test
and reduce the time of results analysis to a minimum.
UniSender has the option to choose a free plan for 1 year. You can
send up to 1500 emails per month with no more than 100
subscribers.

So let’s see how the Split testing works in UniSender. Firstly
you need to register. If you choose 1-100 subscribers in
registration form, the light (freeware) plan will connect
automatically. The next step is creating a design of the email. You
can use the templates or you can create your own.

Creating the email:

After creating the first email you should create a copy of it
(if the changes are minor), or re-create another email. I’ve
created a copy, because only a one picture has changed. UniSender
allows you to do Split testing with not only two, but more
emails.

Once created a second email, run a Split test:

In “The winning email” dropdown box you can select a parameter
that determines the winner. Usually sets parameter “With maximum
click rate”. You also need to select a percentage of the list on
which you test emails. Each recipient of this part will be sent
only the one letter. “Test duration” parameter – after this
time will be declared the winner. You can pick a winner without
waiting for completion of the process, if it is clear that he
obviously wins.

So as a result of the testing you can find out:

• version of the letter with the maximum number of
transitions;
• version of the letter with the highest number of open;
• version of the letter with a minimum of formal replies;
• version of the letter with a maximum displacement in the spam
folder;
• most profitable layout block letters;
• version of the letter, which provides the highest conversion
(user sign in, sign up, subscription,…)