A/B Testing for B2B Email Marketing: 9 Tips to get Started

Are you aware of how a well-executed email campaign can impact your company’s bottom line? Did you know that email marketing is still the most effective channel for delivering your marketing messages? If you are looking for ways to grow your business, you must start by investing in your email marketing strategy. This article explores 9 effective tips and techniques to design and implement an effective email campaign in B2B.

What is A/B Testing?

A/B testing, also known as split testing, compares two versions of a webpage to identify which one performs better. It is a method to compare two versions of a webpage to see which performs better. Commonly used for comparing the wording and layout of a webpage, an A/B test can be used for almost anything.

The goal of an A/B test is to determine which version of a webpage gets the most results. It works by dividing your audience into two groups, A and B. You then show the first group Group A, the first version of the webpage, and Group B, the second version of the webpage. Then you track which version of the webpage gets more results.

The History of A/B Testing

A/B testing originated in the 1950s when Tufts University professor Robert C. Michelson conducted optical experiments with light. Michelson wanted to compare the effectiveness of different lenses to determine which produced the best results. He concluded that a more accurate way to compare different lenses was to create two copies of the same lens and compare the results of each experiment.

The first website to use A/B testing was Hotmail, although it wasn’t called A/B testing at the time. The site’s creators, Sabeer Bhatia and Jack Smith, created two identical homepage versions and used Hotmail users as their test subjects. The team then surveyed their test subjects to see which version users preferred. The winning version was the one Hotmail still uses today.

9 Tips to Get Started with A/B Testing for B2B Email Marketing

Craft a Compelling Email Subject Line

You need to craft a compelling subject line to entice users to open your email. You have only a few seconds to attract your audience, so you must make that subject line count. Make sure that it is concise and to the point. Think of what you want your audience to do after opening the email and add that specific call-to-action in the subject line. Avoid using generic subject lines such as “Our New Product,” as this will not get anyone’s attention. Remember that you are sending an email to your target audience, so try and make it as personal as possible.

Use Visual Content in Your Emails

According to recent statistics, 62 percent of emails are opened on a mobile device. This means you have to ensure that your email is easy to read on a small screen. You have approximately 6 seconds to capture your audience’s attention, so you need to be creative and add visual elements to your email. For example, bloggers tend to use photos and other visual content in their emails to make them more appealing, and it is the same with email marketing. When you add visual elements to your email, it becomes easier for the users to scan through your message, which increases engagement.

Send Emails on the Right Day and Time

Different factors can influence when and what time you send an email. It all depends on your target audience. If you are targeting a specific country, you will have to consider the time zone in which they live. For instance, if you are sending an email to people who reside in the United States, you will have to consider that in the wintertime, most of them sleep during the day and work during the night. Therefore, if you want to get their attention, you need to send your email in the evening.

Use the Right Formatting

Email marketing campaigns are more effective when they are professionally designed and formatted. You have to remember that your audience will not only read your email but will also forward it to others. Therefore, you must ensure that you create a professional email that will help you build trust with your audience. Don’t use too many colors or design elements. Keep it simple and clean.

Add a Call to Action

The most crucial goal of any email marketing campaign is to get the user to take action. That is why you must include a call to action in every email you send. Think of what you want your audience to do after reading your message and add a call to action in the email that directs them to the appropriate landing page. You can also offer them additional information on the same page so that they can find out more about your product or service.

Make It Personal

Since your email will be sent out to people who already know and trust you, it is okay to be a little more personal. You can add a little humor and even use first names if you are comfortable doing so. Keep in mind that you will not offend anyone by being a little more personal as long as you don’t go overboard.

Add Social Sharing Buttons

There is no doubt that social media has changed the way we communicate with each other. Today, it is essential for companies to connect with their customers on social media. Therefore, you must ensure that you add social sharing buttons in your emails. It is important to note that not all of your subscribers will forward your email or share it on social media. However, if you have social sharing buttons in your email, you can reach a broader audience.

Add an Opt-in Offer

People are more likely to open your email when they get something for free. That is why you must include an opt-in offer in every email you send. It could be a free eBook, a free trial, or a printable coupon. If you promise something of value, the recipient is more likely to open the email and discover what you are offering.

Test and Monitor Your Campaign

You should always test and monitor your email campaigns. You need to ensure that every email works perfectly before sending it out. You can also test different subject lines and designs to see which works best. You can also monitor your open, bounce, and click-through rates to see how your campaign is performing.


An effective email marketing campaign is vital to building a strong relationship with your audience. So, as you can see, you must keep plenty of things in mind when designing an email campaign. However, you don’t have to worry too much about getting it right, as there are plenty of tools that will help you plan and design your email marketing campaign.

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