By splitting your email list into an “A” control group and a “B” test group, there are simple tests you can run to improve the performance of your marketing. Keep the message sent to the control group consistent and only test one variable at a time to start. Keep records of open rates, click rates, and unsubscribes to improve your future messages.

Buttons or in-copy links

Test whether your contacts respond better when calls-to-action are presented as large, easy-to-spot buttons or links in copy with more context. Track click through rates.

and time

Learn when your contacts are most receptive to your messages by testing the time and day you send and tracking open rates. Is 7 a.m. Sunday more effective than 9 p.m. Thursday? Is the start of the month better than the end?

Hard sell 
or soft sell

Write two different messages: one with a hard sell and one with a soft sell. Track open rates and what responses you get. Dig deeper into who responded to which tactic to find more insights into the best use for hard and soft sell messages.

versus text

Big, beautiful images in emails can seem very appealing on large screens, but whether they translate to leads or sales depends on what your recipients do when they receive the emails. Test sending text-only emails and track the click through rate.

Subject line personalization

Many email marketing tools allow you to insert a contact’s name into a field using a variable. Test sending emails with your contacts’ first names in the subject line—such as “Hey [contact name], have you seen the latest data for your neighborhood?”—and track the open rate.