We took a look at some key basics about split testing in the post titled “How to Plan and Run an Effective AB Split Test for Your B2B Email Campaign in 10 Easy Steps” from a couple of weeks ago. Now, we’ll focus on some specific aspects of your b2b email contact database which you should regularly do split tests on.
As you may know, split testing is a basic yet powerful way to identify the strengths and weaknesses of campaign components, including your contact database. Since the characteristics of business email contact directories are influenced by a lot of factors, split testing can greatly simplify the process of optimizing their usefulness. Here are 10 contact list properties that you should regularly test:
1. Segmentation Criteria. When trying to implement a new segmentation tactic for B2B mailing databases, it’s preferable to run a split test that compares the current segmentation approach with the new one. To gauge the results, you need to examine the resulting core metrics as well as the corresponding conversion rates.
2. Responsiveness to CTAs. Specific segments (or even contacts) in your email list may tend to demonstrate preference or bias toward calls-to-action (CTAs) of particular substance and form. Split testing lets you compare two or more possible CTA ideas and choose which one works effectively for a particular segment. Click-through and conversion rates are among the metrics to examine closely for this item.
3. Audience Profile. Content mapping is an important component of the overall email campaign that’s significantly influenced by many elements of the contact directory including data adequacy as well as segmentation. It’s essential to gauge the level of relevance for specific content materials with respect to recipient profile in light of the information supplied by the contact databases.
4. Preferred Copy Properties. Contacts from your mailing list provider definitely have unique and varying tastes and preferences for many copy properties such as text length, tone/voice, readability properties, etc. Split tests can help you uncover these patterns and develop your messages accordingly. Core metrics and conversion rates are the key indicators to focus on for these types of tests.
5. Subject Line Choices. Your B2B email database should be regularly tested for patterns of inclination toward certain subject line tactics as these preferences tend to shift from time to time. Both open and click-through rates are vital indicators to take into account for this test item.
6. From Name Familiarity. This is important to look into especially when working with new additions to your list or when using a purchased database as part of your campaign. Among the key metrics to look at are your core analytics plus unsubscribe rates for various segments of your list.
7. Spam Filters. B2B email lists are typically comprised of hundreds if not thousands of ISPs, each with their individual spam filter and sender reputation requirements. Use split tests to identify recurring patterns among these ISP rules and adapt your deliverability tactics accordingly.
8. Layout/Design Reception. This item describes how well recipients in your list responds to specific details in your email’s design and layout. Split tests can help you gauge how elaborate or simple your email templates have to be as well as determine the optimal layout for text and image items on your emails.
9. Ideal Sending Schedule. Split tests are likewise very useful in shaping your email marketing schedule. You have to regularly test for sending frequency, day of week, time of day, and schedule changes to capture the most number of recipients per blast.
10. Opt-out Mechanisms. Can-Spam compliance is also a very crucial aspect of your campaign. As such, you need to determine how and why unsubscribing contacts hit the opt-out button. You need to run split-tests that help you isolate the causes of opting out such as the relative age of the database and other considerations.