How A/B Testing Improves Newsletter Open Rates

December 30, 2024

A/B testing helps you figure out what works best in your newsletters by comparing two versions of an email element – like subject lines or send times – and seeing which performs better. This data-driven approach can boost open rates and engagement. Here’s what you can test:

Subject Lines: Test length, personalization, emojis, or urgency.
Send Times: Experiment with different days and times.
Personalization: Try sender names or location-based content.
Preheader Text: Test teaser styles and lengths.

To get started, use tools like Mailchimp or Campaign Monitor, segment your audience evenly, and analyze metrics like open rates. Focus on testing one variable at a time and make testing a regular part of your email strategy.

Key takeaway: Small changes, like tweaking subject lines, can lead to consistent open rate improvements of 5-6%.

Testing Subject Lines

Subject lines play a huge role in whether your emails get opened or ignored. Experiment with different lengths (short vs. long), personalization, emojis, urgency, and formats like questions or statements. Testing these variables can help you craft subject lines that grab attention and increase open rates.

Finding the Best Send Times and Days

Timing matters when it comes to email engagement. Try sending your newsletters at different times – morning, lunch breaks, or evenings – and on various days, such as weekdays versus weekends. You can also test frequency, whether weekly, bi-weekly, or monthly. The goal is to discover when your audience is most likely to open your emails.

Testing Personalization Techniques

Personalization isn’t just about adding someone’s name to an email. Try testing:

Sender name (e.g., your company name vs. an individual’s name)
Location-based content or offers

Well-targeted personalization creates a stronger connection with readers, which can lead to better open rates.

Improving Preheader Text

Preheader text gives subscribers a sneak peek at your email, so it’s worth testing. Focus on:

Length (short vs. long)
Whether to use a summary or teaser style
How it complements the subject line

A well-thought-out preheader can make your email more appealing and boost open rates.

Interestingly, only 61% of marketers currently use A/B testing in their email campaigns ^[1]. This means there’s a big opportunity for those who take the time to test and optimize. By experimenting with these elements, you can figure out what works best for your audience and improve the performance of your newsletters.

Steps to Conduct A/B Testing for Newsletters

Now that you know what to test, here’s how to run A/B tests effectively.

Choosing A/B Testing Tools

Platforms like Campaign Monitor, Mailchimp, and Beehiiv make A/B testing easier. They let you create variations, divide your audience, and analyze performance. Picking the right tool can save time and ensure your results are accurate.

When choosing a tool, think about:

Whether it integrates with your email platform
If it offers detailed performance reports
Features like automated winner selection
Pricing that fits your email list size

Segmenting Your Audience

A surprising 39% of brands skip testing their broadcast or segmented emails ^[2], missing out on potential improvements. To get reliable results, split your audience into equal, random groups. For instance, if you have 10,000 subscribers, send Version A to 5,000 and Version B to the other 5,000. Once you identify the better-performing version, send it to the rest of your list.

Analyzing A/B Test Results

Vision6, for example, boosted their open rates by 5% just by testing different subject lines. When reviewing your test results:

Focus on metrics like open rates and click-through rates
Make sure your sample size is large enough to be meaningful
Keep track of what worked for future campaigns
Use successful elements in your next newsletters

With these insights, you’ll be ready to fine-tune your strategy and improve your email performance.

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Best Practices for A/B Testing

Formulating a Clear Hypothesis

Every newsletter test should begin with a well-defined and measurable hypothesis. Instead of aiming to "improve open rates" in general, specify what you want to achieve. For example, you might hypothesize: "Changing the subject line from a question to a statement will boost open rates by 10%." A strong hypothesis outlines the variable you’re testing, the outcome you expect, and a clear target within a set timeframe.

Testing One Variable at a Time

For accurate results, focus on testing just one element at a time. If you change multiple factors simultaneously, it becomes impossible to pinpoint what caused the outcome. For instance, if you’re testing subject lines, keep the send time and preheader text the same. Likewise, when experimenting with send times, stick to the same subject line and content. This approach ensures clarity in your results.

Refining Based on Results

Consistent A/B testing can lead to noticeable improvements in open rates. As highlighted by beehiiv, testing is a continuous process – what performs well today might not work tomorrow. For example, beehiiv users have seen steady open rate increases of 5-6% by regularly experimenting with subject lines ^[3].

To get the most out of your testing:

Test for 2-3 hours with 10-20% of your audience.
Confirm your results are reliable before making changes.
Revisit and retest strategies that worked in the past to ensure they remain effective.

Robust Branding: Helping Small Businesses Excel in Digital Marketing

Robust Branding

A/B testing can reveal valuable insights, but having the right tools and expert guidance takes it to the next level. Robust Branding specializes in offering small businesses customized solutions to fine-tune their email campaigns.

Tools and Services for Small Business Growth

Robust Branding’s email marketing platform simplifies A/B testing, helping small businesses improve open rates with data-backed strategies. Their budget-friendly tools include features like subject line testing, behavior tracking, and delivery timing analysis. They focus on three main areas to enhance A/B testing:

Subject line testing to refine content and boost engagement
Delivery timing analysis to identify the best times for email sends
Performance tracking with detailed metrics to measure success

Expert Guidance to Boost Email Campaigns

Robust Branding helps businesses move beyond basic A/B testing by offering advanced tools and expert advice. Their platform enables businesses to:

Track performance across various email elements
Use behavior-based personalization to connect with audiences
Ensure email content aligns with overall marketing strategies
Access in-depth analytics for better decision-making

With additional features like social proof widgets and audience behavior analytics, businesses can continually improve their email marketing strategies using actual user data.

Conclusion: Benefits of A/B Testing

Key Points for SMBs

A/B testing is a proven method to refine and improve newsletter performance. By systematically testing key elements of email campaigns, businesses can see clear improvements in open rates. For example, Beehiiv users have consistently enhanced their open rates by relying on data rather than assumptions, showcasing the power of informed decision-making.

This approach replaces guesswork with concrete insights. Testing individual components helps businesses understand what truly connects with their audience. Over time, this creates a feedback loop that drives ongoing improvements in email performance.

Here’s how small and medium-sized businesses (SMBs) can start using A/B testing to their advantage.

To get started with A/B testing, focus on these strategies:

Test subject lines first: Subject lines often have the biggest impact on open rates. Experiment with different styles while staying true to your brand’s tone. As Preeya Goenka and Megan Smith from Beehiiv explain:

"A/B testing is not a one-time thing. Tastes change, and what works today might not work tomorrow. Make testing a regular part of your email campaign management" ^[3].
Ensure reliable results: Use adequate sample sizes and run tests for a proper duration to avoid skewed data. Avoid testing too many variables at once, as this can lead to unreliable conclusions ^[1].

For those ready to elevate their email marketing, working with specialized tools or experts can make the process easier. Platforms like Robust Branding offer solutions that simplify testing and provide guidance on interpreting results, helping businesses implement meaningful improvements.

FAQs

How do you A/B test email subject lines?

A/B testing email subject lines is a straightforward process:

Create two options: Write two distinct subject lines while keeping the rest of the email identical.
Send to a small group: Test each version on 10-20% of your email list.
Compare results: Check open rates after a few hours to see which subject line performs better.

For a step-by-step guide, check out the "Steps to Conduct A/B Testing" section above. Testing subject lines regularly not only boosts open rates but also helps you learn more about your audience’s preferences, leading to stronger engagement over time.

Once you’re comfortable testing subject lines, knowing industry benchmarks can help you evaluate your performance.

What is the average open rate for newsletters?

Industry benchmarks can give you a sense of how your newsletter is performing. Here’s a quick look at typical open rates by sector:

Industry	Average Open Rate
Healthcare Services	23.37%
Retail	20.70%

The overall average across industries is around 20%. By consistently testing and refining your approach, you can surpass these averages and better connect with your audience.