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Order of A/B testing for email campaigns?
Whats the best way to start testing email campaigns? From address, Subject Line, creative... Which one should I start with first?
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1 Answer
Assuming you're talking about marketing to your existing customers, your best bet is to start with the subject line. The subject lines is what the reader uses to determine whether the email is worthy of their attention.
At the very basic level, think about your audience and craft a subject line that you think might be the best to peak their interest and get them to read further by opening the email. Make sure you have a control email--the subject line that's produced best for you recently--and use this to determine which of your test subject lines delivers the greatest lift.
If you are prospecting and not using your own lists, your first set of tests should be on the list source.
Creative is generally the last thing I test. In direct marketing, creative only accounts for about 20% of the average response rate.
Good luck!
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