90 Things to Split Test in Your Emails

Split testing is the difference between making money and leaving money on the table when it comes to marketing.  No matter how good you are, or how hard you try there is no way to get your message as good as it can be on the first go around.

Split testing email starts with the subject line.  If you can’t get your email opened, then nothing else matters.  Check out this article for a quick and easy way to use split testing of just your subject line and CTA to double your results on your next email campaign.

But Split testing subject lines is really just the start.  Once you have an effective subject line, then it is time to further sharpen the message.  Here is a list of 90 things, in addition to your subject line that can be A/B split tested in your email campaigns:

  1. Adding / removing editorial content
  2. Adding / removing index links
  3. Adding / removing PS
  4. Adding / removing reviews or scoressplit test
  5. Adding click indicators to your CTAs
  6. Adjusting the color scheme
  7. Animated gifs
  8. Background colors
  9. Balance of content in email versus landing page
  10. Behavioral data interests segmentation
  11. Benefit versus product feature driven
  12. Call / Chat / contact now options
  13. Call to action (CTA) button color or design
  14. Call-outs, text pointing to particular parts of a picture
  15. Category landing page, versus product landing page
  16. Changing colors to highlight an important element
  17. Coupon code versus a direct link mechanism
  18. Curated content versus original content
  19. Customer versus non customer segmentation
  20. Different fonts and font sizes
  21. Different ways of segmenting your subscribers
  22. Discount vs. no discount
  23. Equal or increased size for lead articles
  24. From name
  25. Headline copy and length
  26. Image heavy versus text heavy
  27. Images of a successful outcome of using the product
  28. Incentives
  29. Indication of reading time (eg approx 2 mins reading time) for articles
  30. Individualized Send Time vs. Universal Email Send Time
  31. In-email banners
  32. Intellect vs. Emotion copy
  33. Intro length
  34. Long copy versus short copy
  35. Loyalty points and customer levels
  36. Navigation structures and designs
  37. Negative pitch (loss aversion)
  38. Number of products in your mail
  39. Number of text links: a lot of links versus not so many links
  40. Odd-shaped arrows and writing to highlight important parts
  41. Offer a trial or test membership / purchase
  42. Offering third party products or content
  43. Offers (free shipping versus discount)
  44. One column vs two vs three column
  45. One product versus multiple products
  46. Order and position of your content categories
  47. Order of your links and CTA’s
  48. Personal data in copy (i.e name of business)
  49. Personal tone versus business tone
  50. Pintrest style email
  51. Pre-sale emails
  52. Pricing and discount variations (10% off versus 10 dollars off)
  53. Product description copy
  54. Product image sizes
  55. Product image variations
  56. Product images versus people using the products
  57. Product versus product category
  58. Removing links from your header navigation bar
  59. Rename (even if only in the email) your product / content /event
  60. Repackage products into combinations and packages
  61. Repeat your offer and main benefits on the landing-page
  62. Repetition of the CTA and button
  63. Resending to non-openers
  64. Reword your body copy
  65. Segment customer versus non-customer
  66. Segmentation based on engagement
  67. Segmentation based on engagement level (heavy opener versus never buyer)
  68. Send day of week
  69. Send Frequency and cadence
  70. Send time of day
  71. Showing personal data (name, customer number)
  72. Single message in your email versus multiple items
  73. Social Media button design
  74. Social Media button placement
  75. Soft sell (benefits) versus hard sell (buy now)
  76. Style based versus Product based
  77. Testimonials / social proof
  78. Tone-of-voice: Human versus corporate
  79. Trust icons
  80. Up-sell based on previous products purchased
  81. Use an interesting looking graph or flow diagram
  82. Use humor
  83. Use of a Survey
  84. Use of bullet points
  85. Use of first name in copy or subject line
  86. Use the from name to show the type of email message
  87. Using a contest or prize draw
  88. Video in email
  89. Violators, attention-grabbing shapes such as starbursts, ovals and banners
  90. Voice perspective of the copy: He, Me, She, We, etc.

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