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.

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