If you’re having trouble driving traffic to your website or getting the conversions you’d like then A/B testing is the answer.
Instead of being perpetually frustrated at the lack of results, we go in with A/B tests
for each email we ever send to see how we can improve by using different CTAs, subject lines, send times, etc. This makes
it easier to find what works and double down on it.
Some of the things we A/B test include different send times, longer or shorter subject lines, static images vs GIFs in the email, and even
emojis. The key here is to ensure that your test is the only variable. That way you can attribute any difference in click rates or open
rates to the thing you are testing. For example, there’s no point in testing different send times when you’re also chopping things from one
and adding to the other. If one version outperforms the other, you’ll have no way to attribute it to one thing.
The crucial part of A/B testing is to use that data effectively. Once you’ve established that your audience prefers emojis, you start using
emojis. Simple as that. Slowly, but surely, you’re honing your messages until you achieve the best email design possible.