In my experience, clean text-based email templates yield great results. It stems from the philosophy of “give ‘em the info quickly so they can get on with their busy day”. My focus has been on B2B SaaS so your mileage may vary. For newsletters, don’t be afraid to test with multiple CTAs as long as they are easy to find when scanning your message. Lead with your most important details so anyone who doesn’t scroll sees it. Testing and iterating on these elements has consistency helped me drive 40%+ open rates and 5%+ CTR

I believe, Planning tests in email marketing is crucial because it allows us to systematically assess different variables, such as subject lines, content, or send times, to understand what resonates best with our audience. This strategic approach helps optimize future campaigns based on data-driven insights, leading to improved open rates, click-through rates, and overall campaign effectiveness.

Here are 4 steps you should take when you’re planning an email design test: 1. Review your results to date. (This helps you spot areas you can optimize with a design test, though, typically design tests orient around optimizing CTR.) 2. Formulate your hypothesis. Why are you testing design? What aspect(s) are you testing? How will you measure success? 3. Ensure the KPI and counterbalance metric you’ve chosen can be measured. (If not, revise your metrics and hypothesis so that you’re using metrics you can measure.) 4. Ensure you can implement your test so that variables are isolated. (If you’re testing design in an automation, this might involve conditional splits and/or building dedicated test automations.)

In my experience, clean, text-based email templates produce excellent results. This approach follows the philosophy of "provide the information quickly so recipients can get on with their busy day." My primary focus has been on B2B SaaS, so your experience may vary. When it comes to newsletters, don't hesitate to test multiple CTAs, as long as they are easy to spot while scanning the message. Always lead with the most important details to ensure that even those who don't scroll down will see them. Consistently testing and iterating on these elements has helped me achieve over 40% open rates and more than 5% CTR.

Choosing the right tool in email marketing is crucial because it directly impacts the efficiency, effectiveness, and success of your campaigns. The tool you select influences aspects such as deliverability, automation capabilities, analytics, and overall user experience. A well-suited tool streamlines processes, enhances targeting, and ensures compliance with industry standards, contributing to the overall effectiveness of your email marketing strategy.

When selecting email marketing tools, focus on those with strong A/B testing or multivariate testing features for email campaigns. Look for features like easy design creation, smooth integration with email marketing software, detailed analytics, and effective targeting and segmentation abilities. Consider user interface, ease of use, customer support, and scalability when choosing tools to match your team's skills and workflow needs. Finally, be sure to also explore design collaboration, version control, and data visualization tools to improve the testing process and make data-driven decisions for better email design performance.

Selecting the right email marketing tool is essential for the efficiency, effectiveness, and success of your campaigns. Your choice affects deliverability, automation capabilities, analytics, and user experience. A well-chosen tool streamlines processes, improves targeting, and ensures compliance with industry standards, significantly enhancing the overall effectiveness of your email marketing strategy.

When selecting tools for email marketing design, consider their adaptability to emerging trends and technologies. Look for platforms that not only meet your current needs but also have a forward-looking approach to accommodate future advancements. Additionally, prioritize tools that offer integration capabilities with other marketing technologies, allowing for seamless data flow and enhanced campaign performance. By choosing tools with a forward-thinking mindset and robust integration capabilities, you can future-proof your email marketing efforts and stay ahead of the curve in a rapidly evolving digital landscape.

I'm not a big fan of using other tools to test email designs. You need a clear structure on what you want to test. Not just to test 2 random email designs without any planning behind it. You can test following: -> Long vs short email design -> Simple vs complex email design -> Designed email vs plain text email

Split testing is one of the most important things you can do to maximise your campaigns effectiveness. Only test one thing at a time. An example is when you test the colour of your CTA button. I have found that using a CTA button that is not the same colour as your brand and that is bold. Will increase your results by at least 40%. So if you want better results learn to change it up sometimes.

As Jonny already mentioned, it is important to only test ONE element at the time, and these are the different elements you can test for your emails, depending on the objective: Open Rate: · Subject Line · Preview Text · Sending Time · Sender's name Click Rate: · Email Layout (Text-only, Images+Text Blocks, Image Only) · Visuals (Lifestyle, Product Close-up) · Message (One specific product vs Whole Collection) · CTA frequency (only one button or more) · CTA Text (Shop Now vs Get Yours) Also remember to send this test to the same type of users.

When creating variants for A/B testing, it's crucial to change only one element per test to accurately assess its impact. For example, you could experiment with different call-to-action (CTA) texts while keeping all other aspects of the email the same. By isolating the CTA as the variable, you can measure how each phrase affects click-through rates. This approach ensures that any observed differences are due to the changed element, providing actionable insights for optimizing future email designs.

some email designs perform better than others? It’s all about testing and refining Marketers know: → creating variants is crucial Testing different designs helps you find what truly resonates. When crafting your emails, remember: ✅Visually appealing ✅Aligned with goals ✅Tailored to segments Experimenting with variants can transform your results. What’s your strategy for testing and improving email designs? Do you create and test different versions, or stick with one approach?

When crafting variants for A/B testing, it's vital to change only one element per test to accurately gauge its impact. For instance, you could experiment with different call-to-action (CTA) texts while keeping all other aspects of the email constant. By isolating the CTA as the variable, you can measure how each phrase influences click-through rates. This method ensures that any observed differences can be attributed solely to the changed element, providing actionable insights for optimizing future email designs.

Their are loads of ways to test out your campaigns. Sending each test to different segments will allow you to multiple tests and compare multiple things at the same time . Just don’t make to many segments as you don’t want the sample sizes to be to small.

When sending your test, consider segmenting your sample based on relevant criteria like demographics, behavior, or engagement level. This allows for more targeted analysis and insights into how different segments respond to your variants. Additionally, stagger the delivery times to account for time zone differences and optimize engagement. This approach ensures a more comprehensive understanding of your email performance across various audience segments and improves the accuracy of your testing outcomes.

When conducting your test, consider segmenting your sample based on relevant criteria such as demographics, behavior, or engagement level. This segmentation allows for more targeted analysis and insights into how different groups respond to your variants. Additionally, stagger delivery times to account for time zone differences and optimize engagement. This approach provides a more comprehensive understanding of your email performance across various audience segments, improving the accuracy of your testing outcomes.

When conducting an email marketing test, it's crucial to send your variants to a sample of your email list that reflects your target audience. For split tests, send each variant to 50% of the sample. In multivariate tests, allocate 25% to each variant. Ensure your sample accurately represents your audience to get reliable results. Controlling for external factors is key, so your findings are valid. By meticulously planning your tests, you can identify the most effective strategies to boost your email marketing success. Happy testing!

That totally depends on the brand and traffic. For smaller brands, I use A/B test, but for bigger brands, with more traffic and email subscribers, I always set A/B/C/D test.

I would even wait more than 24 hours, sometimes a few days. We're seeing some customers buying from our emails days after it's sent, so it's very important to wait long enough to actually get the good data.

In addition to statistical analysis, delve deeper into user engagement metrics beyond opens and conversions. Consider metrics like time spent on the page or click depth to gauge audience interest and interaction. Furthermore, segment your analysis by demographics or behavior to uncover insights tailored to specific audience segments. This granular approach enables targeted optimizations and enhances overall campaign effectiveness.

I recommend waiting more than 24 hours, sometimes even a few days, to gather accurate data. We often see customers making purchases from our emails several days after they are sent, so it's crucial to allow enough time to capture all relevant responses and insights.

When analyzing your email marketing test results, patience and data are key! For instance, if you're testing open rates, give it about 24 hours and then compare the percentage of opens for each variant. Testing conversions? You might need a week to see the full picture. Compare both the number and value of conversions. And don't forget, using statistical methods to determine the significance and reliability of your results is crucial. This way, you'll know whether the differences you see are truly meaningful or just due to chance. Happy testing!

Look at metrics such as: - Engagement metrics (time spent on email, forwards, replies etc.) - CTR - Conversions - Spam reports - Unsubscribe rates Does one variation stand out from another in any of these areas? Take the most successful parts of each of your variants to keep testing your message moving forward

To improve your email marketing design tests, use the insights from the data to make future campaigns more effective and engaging. Identify changes or improvements to your email design based on your analysis, like adjusting the layout, refining messaging, or optimizing call-to-action placement. Be sure to prioritize changes supported by statistically significant data that align with your campaign objectives and audience preferences.

The simple - yet often overlooked - step to help you implement learnings: Document your test + results in a doc, sheet, wiki, etc., so the rest of your team can access your findings. (This is particularly important when you have multiple team members working on email campaigns and automations at the same time.)

Prioritize changes supported by statistically significant data that align with your campaign objectives and audience preferences. This approach ensures that your modifications are not only data-driven but also relevant to your target audience, ultimately leading to more successful email marketing campaigns.

Armed with your test insights, apply the winning elements to your broader email strategy. But remember, what worked once may not always work. Continuous testing and adaptation are key. Stay agile and ready to evolve your designs based on ongoing feedback and results.

The biggest 'miss' by email marketers is lack of attention on the 'Friendly From' or the 'From Name'. This does not just need to be your brand name. It can be Brand+Event, Brand+FYI, Brand+News, Brand+Announcement, etc...It can also be "Name from Brand" instead of just "Name". Testing various forms of a 'From Name' can help to drive signicant increase in overall engagement.

Subscribe to businesses that inspire you! (Even if they aren't in your industry) Take learnings of what is working and see if theres an opportunity to test a new idea in your communications. E.g. Real Estate marketing has been taking inspiration from e-commerce lately. I've been seeing some killer stock list emails that take inspiration from e-commerce "popular product" style communications. Watching what is working in industries different from yours is a great way to stay ahead, try new things and create communications that stand out in your niche.

In my experience, A/B testing matters a lot. For the better testing, first test the subject lines. Make 3 variants and then the opening lines, this is what encourages the reader to keep reading. CTA testing is also very crucial. With every subject line, keep testing the clear CTA.

Beyond the basics, think about audience segmentation. Tailoring your tests to different segments can uncover more nuanced insights. Also, keep an eye on industry trends and best practices. What works in email design is ever-changing, so stay informed to keep your emails fresh and engaging.