Your Midweek Marketing Morsel: A/B test every bulk communication – don’t leave valuable data on the table!

Regardless of how big or small your outreach audience is, you should still A/B test your outreach efforts.

A/B testing means using two versions of a communication to determine which one generates the best response. These versions are divided randomly among your contact list. Most email marketing platforms, like MailChimp, offer this feature.

Ideally, test only one element at a time. For example, you might change the colour of your CTA (Call to Action) button from black to red. Or, you can run simpler tests, such as:

• Comparing a long, detailed message with a short, concise one.
• Trying two different subject lines.
• Moving a graphic above or below the headline.

Just make sure to test one variable at a time.

Makes it kinda fun too.

Every bulk outreach is an opportunity to learn more about your audience—what resonates with them and what doesn’t.
No one can predict your audience’s reactions perfectly. Best practices are helpful, but there is no market expert like your market itself.

And your market will let you know what works and what doesn’t.

You just have to pay attention and take action

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