Emails & SMS
Boost Newsletter Open Rates with Effective A/B Testing
Newsletter open rates show how successful your email campaigns are. A/B testing helps you find the best subject lines to improve these rates.
This guide explains how to run an A/B test step by step. Follow these steps to improve your newsletters and reach more readers.
Good to Know
At the end of the A/B test, the system selects the most successful variant. This version is sent to your audience.
Open rates are tracked even after the A/B test ends and included in your statistics. Over time, another variant might outperform the original winner.
Step-by-Step Instructions
Setting Up the A/B Test
- Create a newsletter based on this post: How to Create and Send Newsletters in KlickTipp
- Select the option → Perform A/B Test.
- Set a test size in percentage.
- We recommend selecting a period of at least 3 hours. This gives contacts enough time to actually open the message.
- In the drop-down menu under → Winner, select the option → Variant with the Most Opens .
- Select the Email Builder or the Rich Text Editor and click on → Create Newsletter.
Creating and Editing Variants
- You can create and edit multiple A/B test variants. Use the Email Builder or the Rich Text Editor to customize them.
- Name the variant and copy settings from another email if necessary.
- Make all sender settings.
- Go to → Advanced Settings to deactivate link tracking if needed. You can also enable Gmail link display and set a preheader. The preheader appears as a preview in email clients.
- Click → Save and Continue.
- Edit the A/B test variant in the selected editor. Insert the link to the first order page with the price to be tested and then click → Save.
- A pop-up window will show you options and let you know if anything is missing. You can check the variant, start the A/B test or create a new variant.
Testing and Sending the Newsletter
- On the left in the menu you will find the items → Design and → Check.
- Select → Design to return to the editor or → Review to display various options.
- An infographic now shows you the spam score based on the selected signature.
- Display an email preview in the browser.
- Send a preview email to a defined email address.
- You need at least two variants for the A/B test. Optionally create additional variants via the left menu under → A/B Test Variants. You can either duplicate these or create new ones using the editor buttons.
- Add the conversion pixel from → Setup & Recipient to your website.
- Click on → Sending on the left menu. Select a sending time from the drop-down menu.
- The newsletter will be sent. In the menu on the left under → Overview you will see an overview of all key figures.
- Click on → A/B Test Emails to view detailed test results.
Improving newsletter open rates is essential for better email performance. With A/B testing, you can discover the subject lines that resonate most with your audience.
Follow these steps today to improve your open rates, engage more readers, and make your campaigns more successful.