The 6 Email A/B Tests (Not for Subject Lines) Marketers Should Conduct
Marketers who only A/B test email subject lines are losing the forest for the trees. According to a MarketingSherpa, subject lines are the most commonly tested email campaign element. But marketers should remember that there’s more to test than subject lines. Here are six variables beyond the subject line to test: the offer, landing page, audience, format, timing and frequency, and sender name and address. Marketers should remember that they should test one variable at a time to accurately tie differences in results to specific changes.
Other email elements marketers should be mindful of include the “From” line, the context of the email in the overall campaign and preference centers.
(HubSpot)
