A/B testing is a powerful tool for optimizing email marketing campaigns. By testing different elements of your emails, you can identify what resonates best with your audience and improve your overall campaign performance.
Why A/B Test?
Before we get into the how-to, let’s understand why A/B testing is crucial. By testing different variations of your emails, you can:
- Increase open rates: Discover which subject lines or preheader text grabs your audience’s attention.
- Boost click-through rates: Determine which call-to-actions or content drives the most engagement.
- Improve conversion rates: Identify the elements that encourage recipients to take the desired action.
A/B Testing Limitations in Salesforce Account Engagement
It’s important to note that A/B testing is only available for the legacy email builder in Account Engagement. This means you cannot A/B test emails created using the drag-and-drop email templates or the email content tabs.
How to A/B Test Your Emails
- Create a New A/B Test Email:
- Navigate to the ” Account Engagement Email” tab in Account Engagement.
- Select “A/B Test” and click “New List Email.”
- Give your email a name, select a campaign, and enable A/B testing.
- Define Your Test Variations:
- Click on the “A/B” tab at the top of the email editor.
- You can create two different versions of your email by modifying:
- Email copy: Experiment with different content, CTAs, or images.
- Subject lines: Test various subject line options.
- Set Up Your Test:
- In the “Sending” tab, you can A/B test the sender name and email address.
- Determine how the winning email will be selected by choosing either “opens” or “clicks” as the metric.
- Specify the percentage of your segmentation list that you want to include in the test and the duration of the test.
- Analyzing Results
- Under the Account Engagement Reports tab, then Marketing Assets on the left side of the screen, List Emails and you will see your A/B Test email in that list. Account Engagement will show you the winning result based on what you set up in the previous step to the remaining audience.
- You can use the data to inform future email campaigns and optimize your marketing efforts.
By following these steps and continuously refining your email campaigns through A/B testing, you can significantly improve your email marketing performance and achieve better results.
Would you like to delve deeper into specific A/B testing strategies or discuss how to analyze test results effectively? Contact us to enhance your email marketing strategy and leverage the full power of Account Engagement.
