But first of all, let's remember what we mean by testing and what an AB test is:
Testing consists of trying and analyzing the emails we design and all the components or new features we incorporate. The objective is to know that they work correctly and see how users react. If we detect that the new zealand mobile phone number list results are positive, we will consider incorporating that new element or strategy in future emails. By doing so, we achieve improved results from our email marketing , while at the same time we get to know more and more about the users who are part of our database .
So, what is an AB test ? It consists of sending two variants of the same email to our subscribers . So half of our users will receive email “A” and the other half will receive email “B”. As we said, it is very interesting to see how each group of subscribers reacts to each of the versions to find out which works best and use it in future emails.
Vueling has done a fantastic AB test as follows:
VERSION A
Subject: This is a test
Preheader: Test test test test test test
Headline: We're testing your desire to travel
Copy: We know you're a curious person (how can you say no if you've opened this email?).
Now we're the ones who want to discover something more. That's why we ask you: which of these destinations do you love the most?
VERSION B
Subject: Come a little closer…
Preheader: We have a question for you
Headline: Which of these destinations do you love the most?
Copy: We know you are a curious person (how can you say no, if you have opened this email?).
Now it is we who want to discover something more. That is why we ask you: which of these destinations do you love the most?
Obviously we can't know the results of each version, but something tells us that version A has probably captured much more attention from users.
We are curious by nature and both the subject and the preheader of the email lead us to think that the company could have sent a test email by mistake. This creates in the user the need to verify the error and open the email. What's more, even if the recipient did not perceive it as an error, the level of confusion is the same, since at no point is the content of the email made clear and, once again, an interest is awakened in him to know what is hidden behind a subject of this nature.
