Increasing email open and click-through rates.
Identify what aspects of your email you’re going to A/B test, for example, call to action, subject line, personalization, images, and length.
When conducting an A/B testing environment, it’s important to only change one factor at a time to figure out exactly which iteration resonates best with your audience
In certain circumstances, it’s more beneficial to test small segments/groups of your audience. For example, if your A/B testing program charges you per email or if you’re testing controversial content, you may want to split to a smaller audience and only send to a small demographic.
For example, if your open rate is at 18% perhaps your success measurement goal will be an increase to 23%. Ideal open rate percentages run from 15-25%, so wherever your current percentage is, it is recommended to set a goal to raise that rate by ~5%.
Analyze results by looking at the open rate, click-through rate, and conversion rate, and review how your A/B marketing emails perform against your previous data.
For example, if your open rate percentage goes up, your headline is succeeding, but if your click-through rate went down, you may want to reconfigure links or include content to keep your audience scrolling.
Remember, there are many different aspects of your emails that you can A/B test. For example, try different headline and image combinations, try different clickables and call-to-actions, and determine which combinations perform best.