Pet Copywriter Lori

Creating a compelling email subject line is the single most important thing you do for your email marketing efforts. But how do you know if your subject lines are resonating with your audience? Well, there’s a few things like A/B testing, formatting, and a few other tricks that can help you analyze your results for maximum impact.

Understand the Basics of A/B Testing

A/B testing, or split testing, is the process of sending two variations of an email (A and B) to a small segment of your audience to determine which performs better. The winning version is then sent to the remaining subscribers.

For subject line testing, the goal is to compare how two different subject lines influence open rates.

Example:

• Version A: “Don’t Miss Out on This Limited-Time Offer!”
• Version B: “Exclusive Deal: 24 Hours Only!”

Step 1: Choose One Variable to Test

Focus on one element at a time. These changes should be small and keep the message and intent the same. When testing subject lines, consider experimenting with:

• Tone: Formal vs. casual
• Length: Short vs. detailed
• Personalization: Using the recipient’s name or interests
• Urgency: Time-sensitive vs. evergreen
• Curiosity: Open-ended vs. direct

Pro Tip: Keep the rest of your email content identical. This ensures the subject line is the only variable affecting results.

Step 2: Define Your Audience and Segments

Having different audiences can make your marketing more effective. Segmentation can make this easy. For example, you might want to keep dog owners and cat owners on separate lists. Or people who make frequent purchases. Breaking up your list should consider what’s best for your business. There are no rules. 

When it comes to A/B testing, however, these lists can be essential. Let’s take a quick look at a real example of how this would work. For this example, let’s imagine that you are a pet groomer. Two email subject lines might be changed for cat owners versus dog owners. 

A: “A coupon for Fido”

B: “A coupon for your pet”

Make sure the sample size is statistically significant. A good rule of thumb is to test at least 1,000 recipients (500 per segment). If your list is smaller, pay attention to what emails are the most successful with your list. 

Step 3: Measure the Right Metrics

Like all email marketing efforts, you’ll want to track your CTR rather than the open rate. Many people would think you would look at the open rate. However, it’s easy to get a false read. Because many email platforms open to scan the mail first. It defines where your email lands. And many times, that open is counted. Even if human eyes didn’t look at it. 

Other metrics to consider:

• Conversion rate: Does the email lead to the desired action, like making a purchase or signing up? This is why you always need an action when gauging your efforts.
• Multiple opens: Any time your email is opened a 2nd or 3rd time, you can likely predict it’s been opened by an actual person. 

Step 4: Run the Test

Send off your test email and wait about 24 hours to get the full results. Again, keep in mind you’ll likely see a big open rate at first. You’ll also want to keep an eye on any multiple opens and when those opens happen. 

Analyze Your Results

Once the test concludes, compare the performance of each subject line. Look for trends such as:

• Higher open rates indicating increased interest.
• Subject lines that encourage clicks or conversions.

Example Analysis:

• Version A had a 20% open rate and a 3% CTR.
• Version B had a 25% open rate and a 2.5% CTR.

In this case, Version A might win for overall engagement, while Version B appeals more to a specific goal (clicks).

Final Tips for Successful Subject Line Testing

• Test frequently: Incorporate A/B testing into your regular email marketing strategy.
• Use tools: Platforms like Mailchimp, Klaviyo, or ActiveCampaign have built-in A/B testing features.
• Document results: Track your tests to identify long-term patterns and preferences.

By using A/B testing to refine your email subject lines, you’ll unlock the potential to engage your audience more effectively. Remember, testing isn’t a one-time effort but a continuous journey to understand your audience better. Happy testing!

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