by Anna Wybieralska Jun 1, 2020

The way that your email is perceived as the most crucial thing in your marketing campaign. And there are so many elements of it that sometimes creating a great message can be overwhelming. Some like to go with the flow, but if you are serious about making a consistently great impression, you need to get familiar with A/B testing.

What is A/X testing? 

Simply put, A/B testing is an option to send two email campaigns with some elements changed and see how each of them performs. For example, you can send an email with two different subject lines, different designs, or different content. The name A/B testing suggests that you can send two different messages. Similar to this is A/X testing which allows you to send multiple emails with many different elements within.

How does it work?

 It doesn’t change much from your regular campaign creation. Simply log into your Elastic Email dashboard and click on the Campaigns section. Create an email campaign as per usual. In the second step of the campaign creation, (once you select or create the template) you will have an “Add A/X” button. When you click on it, the next letter from the alphabet will show up and you will be able to add a different template, change the subject line, and so on. You can add up to 19 versions, which essentially translates into 19 different email versions for your subscribers.

 Essentially you can send completely different versions of one email, down to the graphic design. Keep in mind though, that too many changes will make it difficult to establish, which exact part of your email made it better. It's best to keep the changes small so you can easily adjust your email campaigns based on recipient preferences.

ax testing

When you send your emails, you can then check it’s performance. Monitor how recipients open, click, and interact with the email to determine which of the sent versions has the best results. Then you can base your future campaigns on the most successful message. A/B testing gives you the control to create the best possible content curated for your subscribers. 

Anna Wybieralska

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