#EmailChat Recap: Email Testing 101

“Test, test, test!” – Every email marketer ever

Split testing is one of the best ways to make improvements to your email campaigns… yet only a small percentage of email marketers are doing so consistently. What gives?

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Testing doesn’t have to be complicated, costly or time-consuming. Just ask the AWeber community, who shared their tips for painless email testing in yesterday’s #emailchat.

Here are seven rules to keep in mind for running a successful split test of your own:

1. Looking to improve your campaigns? Testing is non-negotiable.


  • You’ll discover if the type of content you’re sending is working, or if you need to switch gears – @KristenWritesIt
  • With all the tools we have to create more relevant emails, testing informs us which combination of them works best – @stephanhov
  • Testing is a low-risk way to determine if something is right for your email marketing strategy without the commitment. – @oliviadello

2. “If you’re not sure, test!”


  • If I’m having trouble making a decision about a subject line, content length, etc., that usually inspires a new test! – @missmontesa
  • Always testing new things! You never know what your subscribers like, until you test it. – @litmusapp
  • You can test anything, as long as there’s a business decision behind it. I’d rather test things that grow engagement. – @stephanhov

3. But only test one thing at a time.


  • You should test one thing at a time in your email—it will help you draw conclusive results. – @litmusapp
  • Testing just 1 thing at a time will help you pinpoint exactly what worked & what didn’t. – @KristenWritesIt
  • In most cases, you should only test one thing at a time. (That’s why it’s called an A/B test.) – @oliviadello

4. The longer the test, the more accurate the results.


  • Definitely depends on the sample size. The longer you test the higher the confidence. – @tnrt
  • For subject line tests, I wait up to a week before declaring a winner. – @KristenWritesIt

5. Your results will reveal opportunities to test further.


6. Email copy is an easy thing to test.


  • I love testing subject lines and seeing how little changes impact open rates! – @missmontesa
  • Video vs. non-video, different images, CTA copy (action words vs. non-action) – @KristenWritesIt

7. But don’t be afraid to think beyond the subject line.


  • Think beyond the subject line! Test things like frequency, timing, text v. HTML, personalization, etc. – @oliviadello
  • Split test today…are my sub’s more likely to click on a text link to my blog post, or a button? – @stephanhov

And that’s a wrap.

Join us next Thursday, February 4 for the next #emailchat. The topic? Email automation.

And don’t forget to follow us on Twitter (@AWeber) to stay up-to-date with the latest news, events and more.