In the first part of our article we have said about that fact that in order to improve the efficiency of newsletters, the A/B test was invented, also known as split testing. It helps to compare new and old components of the email and choose the more effective variant.
We have also considered 15 ideas for testing. Here are the rest.
Design of email newsletters
16. Color of the letter. Sometimes it is very difficult to predict what colors will be suitable for your company’s newsletters. It has been proven that colors have different effects on consumers. Yellow is used to attract attention, and red strengthens heart palpitations and creates the effect of urgency. One of the best colors to use is considered to be blue because this color evokes a feeling of confidence. Black is a symbol of power and authority; sometimes it is a symbol of lux items and pompous luxury. Test the colors you would like to use in your email if you’re still in doubt.
17. Adding additional elements. These elements are arrows, icons, etc. They serve to highlight the most important parts of the newsletter and attract the reader.
18. Isolation of prices with special blocks. What’s the best visual format of prices that will attract the audience’s attention and increase the CTR? A/B testing will tell you.
19. The location and number of calls to action. Often, the call-to-action buttons are at the bottom of email newsletters. You can test the location of these buttons by placing them in the top part of the newsletter. It is believed that calls to action should be subtle to not dissipate the reader’s attention. You can try two or three CTA buttons if you previously used only one.
20. Full redesign.If you decide to change the graphic design of your email newsletter, it must be tested in order to understand the best design is for your audience.
Any text is always complemented by visual content. Use different visual aids such as pictures, video, or animation to enhance the text.
21. Variations in the images of your product. Take a picture of the products from different angles and in different styles, and see what your readers will like more.
22. Number of photos in the newsletter. Sometimes it is very difficult to decide how interesting products will be to your readers. You can talk about the advantages and characteristics of the products, and it is possible to talk about the whole range of products.
23. The size of the product in the images. You can add a few small images, but then you run into the fact that a reader will not see the details. Large images show a product in all its glory. Popular marketer Neil Patel advises using large, detailed images of products. It is also very important to test the content of your newsletter. Your audience may prefer to viewing images, or they may prefer watching videos.
25. Using GIF images. Using GIF animation in an email delights subscribers. This is because the reader is tired of static images and dynamic GIFs entertain and bring a special flair. But not only that, GIF animations are often used to give a dynamic preview of the video. Flashing GIF images create a desire to see the full version of the video.
Some more ideas of what to test in the newsletter:
26. Sending time. It is believed that the most appropriate day to send newsletters for companies that advertise recreational activities is Friday, but for business newsletters, Tuesday is often the best day, when the subscribers are full of energy to break into a new task. Try to test the time of sending your email newsletters to find out which day is best.
27. Offers. In this case, you need to determine which offers your subscribers like to receive more: discounts, promotions, sales, bonuses, gifts, etc. Many people are very fond of discounts, but not the fact that your audience is waiting for such a proposal. Send an email with a discount, but if metric indicators are not great, replace the offer.
28. Offer of a trial service period. For some people, it is very important to try a trial service period to see if your service suit subscribers. If you can provide a free trial for two weeks or a month, test how this system works.
29. Dynamic content. Is it worth using content that varies depending on addressees’ sex, demographic aspects, and most importantly, on their interests and preferences? Test it. If you use dynamic content skillfully, the subscribers will be pleasantly surprised and satisfied with your mailing.
30. Using humor. BuzzFeed News online is famous for its humorous mailings, and it does it quite well. Do you want to know if your subscribers like humor in email? Just test it!
A/B testing is a good way to optimize your email messages because there is no single correct way of creating an email. The task of the test is to help figure out what works best for your audience. We hope that our article will help you with choosing ideas for split testing.