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When you’re trying out ways to improve your open rate it’s always best to do so by testing against a baseline. That is where AB testing (or split testing) can be a life saver. It allows you to do a trial run of a new subject line and see what sort of difference it makes in your numbers.
All you do is follow these steps:
Once you do that, you can sit back and watch the reporting data come in. Go ahead and test like this a few times to make sure you’ve got a steady trend. And don’t limit yourself to just working with your subject lines. You can also evaluate other things, such as design choice or best time of day to email.
It's hard to make a general rule with such a large playing field but I'd like to share another idea.
Here's an additional tip when you are lucky enough to have large lists (>2000). I call it a rolling A/B test. This works best for subject line testing. I use different subject lines for most of my clients email every month as the content of the email changes often.
There are certainly a few other variables like time and day but my tests in those cases show that Tuesday-Thursday are pretty much even for my lists and with so many folks reading email on their phones now a days that's becoming a diminishing factor as well.
I like to do my A/B with only 40% of the lists , 20% --> A 20% -->B.
Then send the remaining 60% to the most successful of the tests. This way I don't lose any effectiveness on the major portion of my lists by sending it to the failing group. If there isn't a clear winner then it doesn't make a difference, if there is I minimize my expousure to the loser.
Does anyone else have other personal favorite ways of testing?
Constant Contact Solution Provider and SMS Marketing Specialist
I'm kind of surprised that manual A/B testing is still the norm here at CC. I use aWeber, but I need to use CC for a client, and this seems very outdated.
People have been asking about this functionality from CC since like 2008. Is there any plan to incorporate actual A/B testing (like MailChimp, etc.) into CC?
Thank you for posting in your Constant Contact Community. Having A/B testing is something that we are looking into, to see if we could have this in the future; however, we do not have immediate plans to implement it at this time.
I will pass along your feedback to our developers, and add an extra vote to this topic for you.
You guys should really work on making A/B testing a feature. To suggest to your customers that they should spend the time to do A/B testing manually doesn't exactly demonstrate a good sense of people's time.
Thanks for adding your thoughts! I'm happy to submit these ideas on your behalf for future developments. We do take all feedback into consideration when working to improve or add features so any ideas are appreciated!
I must concur with the above opinions about Constant Contact as well. Frankly I'm disappointed with Constant Contact that they don't have such a fundamental necessity implemented already. MailChimp has yall seriously beat in this arena. I'll be encouraging my company to leave Constant Contact... this feature is necessary.
Thank you for the feedback. AB Testing is something our engineers currently have under review for a possible future release of our product.
I am sorry that you may leave us before this feature is programmed into our system. We have been diligently working to upgrade other pain points our customers have reported and this one had to get pushed back. However, rest assured that we will get this upgrade in place if our engineers feel it is possible.
Incidentally, I have added you to the User Voice for this feature. If it becomes available, you will see it posted here.
Thank you for your time.
Thanks for adding in your vote. I am happy to add it to this idea!