If you’ve been following me on the blog, you might have learned a little bit about A/B Testing and how it provides clarity when you are unsure of which direction to go when presenting a new campaign or idea to your audience. 

As marketers, we often find ourselves using various avenues of communication to keep our target audiences engaged, and one of these happen to be email newsletters. Newsletters are a great way to share snippets of information with your audience that can potentially lead them to click through to your website, blog, social media, product page, and beyond. 

A/B, C how easy it is? 

While designing the perfect email that will be well-received by most of your audience can prove to be challenging, making a minor tweak and running an A/B test can provide you with incredible insight. A great way to do this is by using Hubspot’s email marketing tools to create email campaigns and then delve into the analytics to see which email format received a better response from your readers.

I wanted to send out a snippet of my latest blog post to my audience and couldn’t decide if my audience would prefer my template with a hero image – in this case, my headshot – so I sent a version with and without the hero image to a sample audience to see which yielded the best results. 

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In the end, the email with the headshot proved to be the better option with a click-through rate of 21.43% compared to 6.67% for the email without the headshot. I think seeing that I was a real person and not a robot was enticing to recipients seeking credibility as a reason to click through. 

I’m not saying you have to have Jekyll and Hyde versions of yourself… 

Designing an A/B test only requires making one small elemental change to see if a difference, if any, exists between the experimental models. The point is to gauge whether or not an element can elevate your content and help you make the most of your engagement with your audience. When you conduct an A/B test remember, a small change can make a big difference.  

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