This One Simple Email A/B Test that will Triple Clicks and Conversions!
I was presenting my monthly report to my 8-figure ecom client.
And was greeted with stupefied faces!
They were baffled: how did we grow email revenue by 73% this month?!
Especially when their site only grew 20%?
Here’s the screenshot:
One Simple Email A/B Test that will Triple Clicks and Conversions | HiFlyer Digital
There were no mind-blowing offers, promo’s, or sales.
Nor did we send more; we actually sent 10% fewer emails.
So where did we go right?
We ran one simple A/B test.
Over the last 90 days, I showed them how 80% of revenue comes from the small 20% of their mailbase.
Only 75K of their 300K mailbase drove sales.
80/20 rule, Pareto Principle, of course!
But that’s where most people stop.
And that’s where it goes wrong.
We go deeper and start A/B testing on the less engaged 80%.
Those 225K that most people “write off”.
So we can MOVE them into the 20% that DO engage.
And even better, we A/B test without sacrificing revenue at all.
Most people say “just sunset them” or “delete them”.
Wow. How wrong that is.
I’m going to share how, within your next campaign, you will be able to:
1) Drive conversions higher
2) Engage your dormant list
3) Keep your list engaged & healthy
4) Learn what works best for the next send
… all at the same time.
I came from the top brands so I can skip the guesswork.
And this A/B test will accelerate your sales in minutes.:
Step #1: Build Three Segments
Let’s keep things very simple to start.
So build three segments: people who click, people who open, everyone else.
Clickers, Openers and Remainders.
Super simple.
Well, be sure to add to the Openers segment “people who opened the email but did not click”.
That will be useful shortly.
Step #2: Build Three Campaigns.
Remember, segmentation and personalization.
That’s what drives email & SMS success.
Proven with over 1.4billion emails sent so far.
So your first campaign will go to your clickers.
Second send to your openers.
Third send to your remainders.
And it can be any creative, any campaign, any topic.
All we’re doing is running a test.
Got it? Simple.
Step #3: Run a Conversion test for your Clickers
Subscribers who CLICK emails don’t need a subject line test.
You know who needs a subject line test?
People who don’t OPEN.
So use your testing oppportunity wisely.
Clickers already click… but what they may not do is convert at a high level.
So run a conversion test.
Maybe see which link / landing page / offer page works best.
Run Link A vs. Link B vs. Link C.
That’s your test. Run it. See the results. Send the winner to the rest of that segment.
Step #4: Run a Click-Through test for your Openers
Again, save your subject line test for people who don’t open.
These guys are OPENERS.
But they NEVER or RARELY click.
So do a creative or copy test.
Test Creative A vs. Creative B vs. Creative C.
Run it. See which one yields more clicks. Send the winner to the rest of that segment.
Step #5: Run a Subject Line Test for your Remainders
Now, we’re down to the non-openers.
So what do you think we’ll run here?
You got it… a subject line test.
Because they NEVER open.
Run subject line A vs. subject line B vs. subject line C.
Run it. See which one yields more openers. Send the winner to the rest of that segment.
Now…
We just ran THREE TESTS in one campaign.
What you should see is a jump in conversions from the clickers.
… and increased clickers from the openers.
… and new engagement from the remainders.
Now, you’re making more money and engaging your list much better.
But you’re not fully done.
Run this test our 8x to prove the concepts.
Then look at the data and determine:
- Which URL’s work best
- Which creatives work best
- Which subject lines work best
Now, you’re thinking strategically.
End result: you’ll drive more sales… and keep your email pipeline fresh.
All because you ran one single A/B test correctly. Your homework for this week:
1) Create three segments:
2) Clickers, Openers, Remainders
3) Run an A/B test on each of them
4) Read the article to know which test to run
5) Watch your sales & engagement grow fast
Segmentation and personalization.
That’s how the top brands print money from email & SMS
Yet no one does it because they don’t have the time, expertise or patience.
That’s where we come in.
Click here if you want to implement more 10-figure email & SMS strategies of the top brands in minutes, not month.
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