Is your e-newsletter campaign garnering the results you would like? Are your Open Rates meeting or above the industry average? Are readers responding to your calls-to-action?

There are a number of ways to improve the performance of an e-news campaign, and I often talk about them in my e-newsletters, here on the website, and when consulting: template look, message, subject line, etc. But, have you actually ever tested your changes?

A/B Split Testing, also known as ‘Split Testing’, is a way to make measurable improvements to your content. A/B Split Tests take two versions of an email and run them simultaneously to see which performs better. It allows you to test differences to determine which version best achieves your goal.

You can use A/B Split Testing to test different parts of your email campaign:

• Subject line
• Message content (calls-to action, links, copy length)
• Message design/layout
• From name and/or email address
• Delivery date/time

So if you’re looking to improve the performance of an e-news campaign, consider running some tests. And, know that I am available to discuss additional ideas to help improve your success. You are not alone!