How Does A/B Testing Improve Your Email Campaign

In order to get the best results and highest engagement from your audience, it’s important to test out different elements of your emails. One of the best ways to do this is through A/B testing.

Running an email campaign can be a highly effective way to reach potential voters as part of your political campaign. In fact, political emails have higher open rates than other forms of marketing emails, so it’s safe to say voters trust this tactic! 

Running an email campaign can be a highly effective way to reach potential voters as part of your political campaign. In fact, political emails have higher open rates than other forms of marketing emails, so it’s safe to say voters trust this tactic! 

In order to get the best results and highest engagement from your audience, it’s important to test out different elements of your emails. One of the best ways to do this is through A/B testing.

Below, we’ll explain exactly what A/B testing is, why it can be so beneficial to your political campaign, and how to try it out!

What is A/B testing?

A/B testing, which is sometimes called split testing, refers to the practice of presenting different sections of your audience with different versions of content in order to determine which variation is the most effective at reaching your desired results. 

A/B testing can be used in many areas of marketing, but for the sake of this article, we’ll talk about it in specific terms of email campaigns. When you utilize A/B testing for an email campaign, different members of your mailing list will receive slightly different emails. The variables with which you choose to experiment are up to you; you may choose to use different subject lines, slightly different wording within the body, a different graphic or photograph, and so on. 

At the end of the day, what matters most is that A/B testing helps you figure out what tactics and formats work best on your target audience in order to generate the most opens, click-throughs, and more. You can figure this out by comparing the results of the control email and the variation email. 

How can A/B testing improve my political campaign?

A/B testing can serve as a fantastic way to test out the specificities of your campaign messaging when election season rolls around, especially when used in an email campaign. There are tons of benefits to keep in mind.

First and foremost, A/B testing can help you to drive engagement from your audience. As you navigate your email campaign and discover the most effective messaging for potential voters, you’ll be constantly improving your marketing and, in turn, reaching more engaged voters. Whether you’re experimenting with different colored graphics or finding the perfect subject line, every detail matters.

A/B testing is one of the best ways to reduce bounce rates and boost conversions. When you pin down exactly what keeps your audience engaged and interested, they’ll stick around longer and listen more readily to your message and your platform. A great, A/B tested email can direct your mailing list to your website and encourage them to take action in other ways. 

How to use A/B testing in your email campaign

Now that you know how effective A/B testing can be when it comes to your political campaign, let’s take a look at the step-by-step process of using A/B testing in an email campaign!

Figure out which variable to test

As we mentioned earlier, the key to A/B testing is to choose one element, or variable, of your email to test with different variations. Think about what will play the largest role in the engagement of your audience, as well as the goal you’re trying to achieve, and choose a variable based on that. For example, if you’d like to increase open rates, testing different subject lines is a great place to start.

Split up your audience

Randomly dividing your audience–which, in the case of an email campaign, is your mailing list–is an essential part of A/B testing. You can easily do this with NationBuilder!

Test your emails

Once both versions of your email are finished and your audience has been randomly and equally divided, it’s time to send the emails off! For the most accurate results, make sure to send them at the exact same time–unless, of course, you’re trying to figure out which time works best. 

Measure and compare results

After ample time has passed, it’s time to take a look at the results each version of your email garnered. How effective were the different variables in terms of opens, bounces, click-throughs, conversions, engagement, and so on? Which one brought you closer to your desired goals? 

Once you’ve measured and compared your results, you can utilize those results to move forward with more effective marketing! 

A/B testing with NationBuilder

Ready to give A/B testing a shot on your email campaign and nail the election? NationBuilder can help!

With NationBuilder, you’ll be able to easily test different elements within your emails and compare results to run the best campaign possible. It’s just part of what makes NationBuilder one of the most helpful tools you can use in your political campaign. 

We have everything you need to win the election; start your free trial today.

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