With A/B testing—which simply compares two versions of one campaign or creative—you can identify what works, what works better, and what doesn't work at all.
But what should you test? Corbo offers suggestions like these:
Subject lines. Test everything from word choice to tone. You might be surprised to see how dramatically a slight tweak here or there can affect open rates.
From lines. A company name (LL Bean) might perform better than an employee's name (John Smith). Or not. Also test for the possibility that one employee's name (Janet Washington) works better than another's (John Smith).
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