How To Test Email Campaigns Using 3 Different Tools

Experimentation in marketing, particularly in email campaigns, is often underrated because it requires time and patience. Yet, mastering the art of testing your email campaigns may be the most reliable approach to ensure they achieve their goals.

Remember, these emails are crafted with your customers in mind—they’re the ones you aim to engage and persuade through each message. So why not involve them in the process to make sure your email marketing strategy delivers the results you’re after?

If you're interested in learning how to get started, you're in the right place. Let’s dive into the fundamentals of email testing using three of the most widely used tools and explore the advantages of incorporating this process.

Understanding the Value of Testing in Email Campaigns

The essence of successful email marketing lies in knowing your target audience’s preferences and interests. No matter how great your email content may be, it won’t yield significant results if it doesn’t resonate with your recipients.

But how do you identify the type of content that will most likely capture your customers’ attention? Testing offers a way to experiment with various elements in your emails to discover what truly engages your readers.

If you’re familiar with the basics of email marketing, you likely know the key metrics involved. The ultimate aim is to optimize these numbers. High open rates indicate customer interest, while solid conversion rates mean more sales.

One effective approach is sending test emails to a smaller segment of your audience and assessing their reactions. Through this process, you can identify the offers and promotional content that appeal most to your customers. Rather than relying on guesswork or ineffective strategies, you can use these insights to ensure each email you send aligns with customer preferences.

This strategy enables you to create interactive emails that drive stronger customer engagement. Engaged customers tend to become loyal to your brand, increasing their spending over time. They may even promote your brand through word-of-mouth, encouraging others to try your products or services. This not only boosts your sales but also brings in new customers through referrals.

Additionally, testing yields valuable insights about your customers, allowing you to segment your audience more effectively according to your marketing objectives. The more precise your segments are, the better your personalization efforts will be.

Running quality assurance checks, such as spam tests, also helps ensure your emails land in the correct folder, which is just as important as crafting the right content. Improved deliverability boosts the likelihood that your emails reach their intended audience.

How to Set Up an A/B Test Email Campaign in Three Steps

Email testing encompasses a range of test types, but they can generally be divided into two main categories: quality assurance testing and split testing, also known as A/B testing. Here, we’ll focus on A/B testing, which requires more planning and attention.

While quality assurance tests are straightforward you know what to check, and tools can help automate the process A/B testing involves a cycle of three key steps that need to be regularly repeated for optimal results. Let’s take a closer look at these steps.

1.    Determine What, How, and Who to Test

In email marketing, various factors influence a campaign’s success, and certain elements may be more critical depending on your specific objectives. For example, fine-tuning your subject lines could improve open rates, while refining your call-to-action (CTA) buttons can boost click-through rates (CTR). Other elements worth testing include layout, promotional offers, delivery times, and email length.

To launch an A/B test, first decide on the elements you want to experiment with. Align your choices with your campaign goals; you can test multiple variables within a single campaign or run individual tests for each component.

Once you have a clear focus, determine how to measure the results. Which metrics will define the success of email A versus email B? Keep in mind that not every email will receive a response, so it's essential to select the right key performance indicators (KPIs) for your test. For instance, lifecycle emails are designed to engage rather than convert, so open rates might be a better metric for evaluating their effectiveness.

Next, decide on your sample size. An email management tool can assist you in selecting the ideal groups for your tests. Alternatively, if your list is relatively small, an email list builder can help you segment it into test groups, ensuring your sample size is sufficient to provide actionable insights.

2.    Create Distinct Email Versions

With planning complete, it’s time to create the email variations for your A/B test. This step requires a careful approach. Making minor adjustments between versions may not yield meaningful insights into customer preferences, so aim for distinct differences.

For instance, if you’re testing subject lines, avoid small tweaks and instead use contrasting approaches. One version might read, “Get 20% off on your next order,” while another could say, “A big surprise inside.” The first version is straightforward, leaving no room for ambiguity, while the second version plays on curiosity, enticing customers to open the email. This approach helps reveal whether your audience prefers direct messaging or an intriguing, attention-grabbing style.

After creating the variations, send them to the designated groups and await the responses.

3.    Implement and Act on the Findings

The primary purpose of A/B testing is to refine your email marketing efforts, so once you have your results, apply them to your strategy. Continuing with the previous example, if the data shows that more people opened the second email, this suggests your audience enjoys subject lines that invoke curiosity. This result also indicates a preference for shorter, concise subject lines.

Additionally, analyze other metrics for deeper insights. Beyond subject lines, you might apply these findings to other elements, with caution. For instance, while a shorter subject line might be effective across the board, a mysterious tone might not work as well within the email body itself. Carefully consider which insights to generalize and which to apply selectively based on their specific context.

How to Test Email Campaigns Using Three Popular Tools

Unlike personal emails sent through platforms like Gmail, business emails require specialized marketing tools. These tools are designed to support campaign planning, content creation, and performance tracking, enabling ongoing optimization for greater effectiveness. To get the best results, testing is essential. Here’s how you can test email campaigns using three popular tools.

1. How to Send a Test Email in ActiveCampaign

If you’ve chosen ActiveCampaign for its automation features, you’re likely aiming to streamline your email process. ActiveCampaign is ideal for automated emails and offers various testing options.

Email Preview: ActiveCampaign allows you to preview your email’s appearance on both desktop and mobile screens. This lets you fine-tune the layout to ensure compatibility across devices.

Inbox Display: You can also test how the email will look in recipients’ inboxes. Since most email clients show only a snippet of the email, previewing how your email will appear initially helps you craft engaging and precise subject lines and previews.

A/B Testing: To run an A/B test, navigate to the Campaigns Overview page, select the down arrow for the campaign you’d like to test, then click on Duplicate. Once you’re on the Campaign Summary page, verify the email list, click "Send Now," and you’ll have initiated the test.

2. How to Send a Test Email in Campaign Monitor

Campaign Monitor is another versatile email marketing tool that provides multiple testing options:

·        Inbox Test: To check how the email looks across different inboxes, select "Run inbox tests" and then click "Yes; start now."

·        Quick Test: Campaign Monitor allows you to quickly test by sending the email to up to fifteen contacts. On the campaign checklist page, select "Send a test," enter the addresses, and click "Send."

·        Screen Preview and Personalization: Preview how your email will appear on different screens and test any dynamic content to make sure it displays correctly.

·        A/B Testing: For A/B testing, toggle the A/B switch, select your campaign’s goal, audience, and the specific elements you’d like to test. Once set up, select "Test," define your test size and timing, then choose "Send now" or "Schedule for later."

3. How to Send a Test Email in Mailchimp

Mailchimp is one of the most widely recognized email marketing platforms, known for its comprehensive features and ease of use.

Email Builder Testing: Mailchimp allows you to test using either the new builder or the classic builder. For a quick link check, use the classic builder to verify that all links are correct.

Email Preview: You can preview your email’s content and layout with two options. Select "Preview" directly or enter "Preview mode" from the dropdown to see how your campaign looks before sending.

Testing email campaigns in these tools allows you to fine-tune content, layout, and timing, ensuring your emails are effective and engaging.

Test Your Email Campaigns to Enhance Their Effectiveness

Learning to test your email campaigns is like gaining a clear view of what resonates with your customers. This insight allows you to boost engagement, enhance key metrics, and increase conversions. Skipping the testing phase can lead to wasted resources and missed opportunities, potentially impacting your campaign's success.

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