Email Split Test Guide: The Most Important Metrics
1. Subject Lines - the most common email split test in ecommerce
- Tone: Casual vs. formal language.
- Length: Short vs. long subject lines.
- Personalization: Using the recipient’s name vs. generic terms.
- Punctuation: Use of exclamation marks, questions, or other punctuation.
- Emoji Usage: Including emojis vs. no emojis.
- Keywords: Different wording or phrasing.
2. Preheader Text
- Content: Different messaging or calls to action.
- Length: Short vs. detailed preheader text.
- Personalization: Including personal details vs. none.
3. Email Copy
- Tone: Friendly vs. professional language makes a difference in ecommerce.
- Length: Short and concise vs. longer, detailed copy.
- Structure: Paragraphs vs. bullet points.
- Personalization: Using the recipient’s name, location, or preferences.
- Messaging: Different value propositions or calls to action.
4. Call to Action (CTA)
- Placement: Top, middle, or bottom of the email.
- Design: Button vs. text link.
- Color: Different button colors.
- Text: “Buy Now” vs. “Shop Today” or “Learn More” vs. “Read More.”
- Number of CTAs: Single vs. multiple CTAs.
5. Images
- Use of Images: Images vs. no images.
- Image Type: Illustrations vs. product photos.
- Image Size: Large vs. small images.
- Image Placement: Above the fold vs. below the fold.
6. Email Layout
- Design: Single-column vs. multi-column layout.
- Responsive Design: Testing different mobile layouts.
- Text vs. Visuals: More text-heavy vs. image-heavy emails.
7. Sender Name
- Brand Name: Using the company name vs. a person’s name.
- Personalized Sender: Using a real person’s name vs. a generic name.
8. Timing
- Send Time: Morning vs. afternoon vs. evening.
- Day of the Week: Testing different days to find the best one.
- Frequency: Testing different intervals between emails.
9. Segmentation
- Audience: Different segments of your email list (e.g., new vs. returning customers).
- Content Variation: Tailoring content to different segments to see which resonates better.
10. revenue generating email split test: try Offers and Incentives
- Discount Type: Percentage off vs. fixed amount off.
- Urgency: Limited-time offers vs. ongoing promotions.
- Free Shipping: Free shipping vs. other incentives.
11. Social Proof - important in ecommerce
- Customer Reviews: Including vs. not including testimonials.
- Trust Badges: Displaying certifications or badges vs. none.
- User-Generated Content: Featuring customer photos vs. only product images.
12. deliverability email split test: Footer Content
- Contact Information: Detailed vs. minimal contact information.
- Unsubscribe Link Placement: Prominent vs. subtle placement.
13. Personalization
- Dynamic Content: Personalized content blocks vs. generic content.
- Variable Data: Using personalized data points (e.g., past purchase behavior) vs. none.
14. Interactive Elements
- Surveys: Including a short survey vs. none.
- Polls: Adding interactive polls vs. static content.
- GIFs/Animations: Using animated elements vs. static images.
Check out our email flow automation here for more.