# How to A/B Test Your Email Campaigns
A/B testing (or split testing) is the secret weapon of successful email marketers. Instead of guessing what your Brisbane customers want to read, you let them tell you through their actions, ensuring every campaign you send is data-driven and optimised for the best possible results.
In this guide, we’ll walk you through the practical steps to set up, run, and analyse an email A/B test to improve your open rates, click-through rates, and ultimately, your bottom line.
Prerequisites
Before you start, ensure you have:- An email marketing platform (e.g., Mailchimp, Klaviyo, or ActiveCampaign).
- A subscriber list of at least 500-1,000 people (smaller lists may not yield statistically significant results).
- A clear goal (e.g., "I want more people to open my monthly newsletter").
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Step 1: Identify One Variable to Test
The golden rule of A/B testing is to only test one thing at a time. If you change the subject line and the header image, you won’t know which change caused the result.Common variables include:
- Subject Lines: Testing curiosity vs. directness.
- Sender Name: Testing your personal name vs. your company name.
- Call to Action (CTA): Testing "Shop Now" vs. "Browse the Collection".
- Send Time: Testing Tuesday morning vs. Thursday evening (AEST).
Step 2: Formulate a Hypothesis
Don't just test randomly. Create a hypothesis based on your knowledge of your Australian audience. For example: "I believe adding an emoji to the subject line will increase open rates because it will stand out in a crowded inbox."Step 3: Log Into Your Email Service Provider (ESP)
Navigate to your email platform's dashboard. Look for an option that says "Create Campaign" and select "A/B Test" or "Split Test."Screenshot Description: You should see a selection screen asking for the campaign type. Choose the one with two overlapping circles or the label "A/B Test."
Step 4: Select Your Audience
Choose the list or segment you want to target. If you are a local Brisbane business, you might want to segment by location to ensure you're testing specifically with your local customer base.Step 5: Configure Your Test Settings
Most platforms will ask how you want to split the test. A standard approach is the 80/20 rule:- 10% receive Version A.
- 10% receive Version B.
- The winning version is automatically sent to the remaining 80% after a set period.
Step 6: Create Version A (The Control)
Version A should be your "business as usual" email. If you’re testing subject lines, enter your standard, descriptive subject line here. Ensure all other elements (images, body text, links) are exactly how you usually send them.Step 7: Create Version B (The Variation)
This is where you apply your hypothesis. If you are testing the CTA button colour, change it from your usual blue to a high-contrast orange. Leave everything else identical to Version A.Screenshot Description: In the email editor, you should see tabs at the top labelled 'A' and 'B'. Clicking 'B' should show the exact same layout as 'A', allowing you to make your single specific change.
Step 8: Set the Winning Criteria
Decide how the "winner" will be determined.- For subject line tests, the winner should be Open Rate.
- For CTA or content tests, the winner should be Click Rate.
Step 9: Determine the Test Duration
Give your test enough time to gather data. For Australian audiences, 4 to 6 hours is usually sufficient. If you send at 9:00 AM AEST, the winning version will likely be sent out around 1:00 PM or 3:00 PM.Step 10: Review and Send
Double-check both versions. Send yourself a test email for both A and B to ensure links work and formatting looks correct on mobile devices. Once satisfied, hit "Send" or "Schedule."Step 11: Analyse the Results
Once the test is complete, dive into the reports. Look beyond just who won. By what percentage did they win? Was it a landslide or a narrow victory?Step 12: Document and Repeat
Keep a simple spreadsheet of your tests. Record the date, the variable tested, the winner, and the insight gained. Over six months, this becomes a powerful manual on exactly what makes your specific audience click.---
Pro Tips for Success
- Test Big Changes: Don't waste time testing a comma vs. a semicolon. Test a short subject line vs. a long one for a noticeable impact.
- Mind the Timezones: If you have customers in Perth and Brisbane, remember the time difference (especially during Daylight Savings). Your "morning" send might hit WA at 7:00 AM.
- Check Your ABN/Legal Footer: Ensure your Australian Business Number (ABN) and a physical address are in the footer of both versions to comply with the Australian Spam Act 2003.
Common Mistakes to Avoid
- Testing too many variables: As mentioned, this ruins the data.
- Testing too small a sample: If you only send to 50 people, one accidental click can skew the results by 2%.
- Ignoring the "Why": Always try to understand why the winner performed better so you can apply that logic to future marketing channels like Facebook ads or your website.
Troubleshooting
- The results were a tie: This happens! It usually means the variable you tested isn't a high priority for your audience. Try testing something more drastic next time.
- Low open rates on both: This might indicate a deliverability issue or that your list needs cleaning. Check if your emails are landing in the 'Promotions' tab.
- The wrong version won: Sometimes your "ugly" or "simple" email will beat your professionally designed one. Trust the data over your personal preference.
Next Steps
Now that you've mastered A/B testing for subject lines, why not try testing your landing pages? Consistency across the entire customer journey is key to high conversion rates.If you need help setting up advanced email automation or want a professional audit of your digital marketing strategy, the team at Local Marketing Group is here to help. Contact us today to grow your Brisbane business.