A/B Split variable testing is a technique for optimising your email messages to improve the open, click-thru and conversion rates. The idea is you send two separate emails to different samples of your list. Each email will have one variable such as the subject line that is different to the other. After comparing the results any remaining members of your list should be sent the best performing variables.

1. Subject Line
This is the main factor under your control that effects your open rate AND deliverability. One factor that can improve your open rate is using personalisation in the email. Try a personalised subject line against a normal subject line to see the difference in open rate.

2. From name
Experiment between a generic ‘From’ name (such as ‘Company Name’), a personal email address (John Smith) or the name of your newsletter (Maxenews) as each will work better than others.

3. Timing
The general consensus is that B2B emails work better between 10am and 11am Tuesday to Thursday and consumer emails Thursday or Friday evening. There are many examples of successful B2B newsletters that run on Friday afternoons and B2C newsletters that arrive at any time during the week.

4. Lead article/offer
The top section of your email will determine whether you see a good response to your message. Picking the right offers and news stories here is crucial to obtaining a high click-thru rate. Emailcenter have many customers in the travel sector that have been surprised at the results of this exercise, and what offers generate the best result.

5. Call-to-action
Getting the position of your call-to-actions right will improve the click-thru rate. You can also try using text links or colourful images as a way of improving the response.

6. Length
Some of our customers include all of the newsletter content within the email while some prefer to host all of the detail on landing pages.

7. Salutation
Test how to greet the recipient. It is better to use the first name of the recipient or remain formal? This can be identified by comparing unsubscribe rates and click-thru rates.

8. Landing pages
These are often overlooked in the testing process. They are vital for converting those recipients that have clicked on a link into making a purchase, completing a registration form or requesting more information.