A/B test transactional emails

1. Use the point of email acquisition to start your A/B testing strategy.

This provides you with unlimited experimentation options that span the relationship with your clients. Experiment with form length, depth, and descriptions; subject lines; preview copy, and overall copy length and depth. For example, if your team has created a masterful and sharp blog, test to ensure your confirmation and welcome emails get the same response.

2. Choose an email service provider that offers an A/B testing experience for transactional emails.

Make sure you fully understand how A/B testing can be conducted before committing to a service provider. For example, MailChimp or Mandrill are two email service providers that include A/B testing within their platform.

3. Perform tests one at a time to maintain unpolluted test results.

4. Test receipts that match the branding and design of your website.

If you invest time and energy to make your web store gorgeous, your receipts should be gorgeous too. Test font choices and modern layouts.

5. Experiment with email timing and frequency, cross-promotions, and upsell offers.

For example, MailChimp tested adding a line to their Welcome to BillMinder email about a feature of DebtMinder—a product which goes hand-in-hand.

6. Test the addition of social media links in your welcome emails.

You can monitor open rate, click rate, and engagement, while playing around with links to different social media sites such as Twitter, Instagram, or Facebook.

7. Measure as close to the money as possible when you’re testing, by focusing on revenue, rather than opens and clicks.

For example, an email with a high click rate can generate less revenue, than an email with a low click rate.