We can't always know what will resonate with our subscribers. Sometimes you need to let the data decide. That's what A/B testing is for.
An A/B test sends two versions of one campaign element to a portion of your list, then measures which version performs better. TouchBasePro lets you test three different elements, each covered below.
Before you set anything up, define your goal. What do you want to learn? That answer tells you which test to run and how to read the results.
1. Subject Line
Test two subject lines to see which one drives a higher open rate. This is the right test if you're wondering whether to personalise your subject line, whether your subscribers respond to humour, or whether emojis help or hurt. Your own database will give you a clearer answer than any industry benchmark.
2. From Name
The from name is easy to overlook, but it carries real weight in the inbox. Some databases respond better to a person's name, a familiar face at the company. Others open more reliably when they see the brand name. Run this test to find out which your subscribers prefer.
3. Content and Copy
Content testing shows you how subscribers respond to different designs and messaging. The key rule here: only change one thing at a time. Swap one image, adjust one paragraph, or compare two calls-to-action. If you change too much at once, you won't know what drove the result.
How to Run an A/B Test
- Set your goal for the test.
- Choose your test type: subject line, from name, or content.
- Create your two versions.
- Select your recipients.
- Define your test size, the share of your database that receives the test.
- Choose how the winner is decided: open rate, total unique clicks, or clicks on a specific link.
- Set how long the test runs.
- Proof both versions carefully before anything goes out.
- Send immediately or schedule for later.
A/B testing is one of the few tools that gives you direct, measurable feedback from your actual audience. Used consistently, it helps you build a clearer picture of what your subscribers want and deliver a more relevant experience every time you hit send.
Frequently asked questions
- What can I A/B test in TouchBasePro?
- TouchBasePro supports three A/B test types: subject lines, from names, and email content or copy. Each test sends two versions to a portion of your list and measures which performs better.
- How do I choose a winner for my A/B test?
- You can set the winning metric to open rate, total unique clicks, or clicks on a specific link. The right choice depends on the goal you defined before running the test.
- How much of my list should I include in an A/B test?
- There's no fixed rule, but you need a large enough sample to get statistically meaningful results. In TouchBasePro you set the test size as a percentage of your database, then the winning version goes to the remainder.
- Why should I only change one thing at a time in a content test?
- If you change multiple elements, image, copy, and call-to-action all at once, you can't tell which change drove the difference in performance. Isolating one variable gives you a clean, actionable result.