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BizReport : Email Marketing : November 23, 2015

Brands: How to use A/B testing on mobile emails

There have been many studies on email marketing, but most are geared toward the best practices and strategies for PC-based email campaigns. In truth, people are now checking email on mobile devices as often or more than they are on PCs. So, how can brands test for mobile performance as well? One expert offers her thoughts.

by Kristina Knight

Implementing A/B (and sometimes C) testing is hugely important in email marketing because testing everything from call to action buttons to subject lines is the only way to ensure the content is engaging actual consumers. That feedback helps brands learn customer preferences, and learning preferences is key to future engagement, even on mobile.

"A/B testing is just as important on mobile, as 53 percent of all email is opened on a mobile device. You'll still want to know which subject lines lead to more opens, what headline and CTA copy drives more clicks, etc. Insight like this will help you make better email marketing decisions every time you send," said Cynthia Price, Director of Marketing, Emma.

But, A/B testing isn't the only thing brands can do before hitting send. One other important factor, especially in mobile, is the visual quality.

"If you know at least half of your readers will open your email on a mobile device, isn't it time to start designing for mobile? Embrace the scroll. Don't be afraid of a long, single-column email - your readers are used to scrolling down on a mobile device, not across," said Price. "And if you're going to include videos or hi-res photos, be sure they're optimized to load in less than five seconds. Graphics and videos are crucial elements of a successful email marketing experience, but if they don't load properly, recipients will abandon your email immediately."

More from Cynthia and Emma later this week - including testing for subject lines and mobile-specific strategies.

Image via Shutterstock

Tags: email marketing, Emma, mobile email, mobile email tips, mobile marketing

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