Once you’ve chosen what kind of campaign you want to create, planned and launched it, it’s time to A/B test: Always A/B test By A/B testing your emails, you can quickly see what works for your prospects and what doesn’t. This will help you improve conversions in the long run. Test the following: Calls to action. Subject lines. Layouts. Images. Links. Offers. If you find that not many people are opening your emails, start with your subject line. You can test the largest portion of your segmented list with names cho- sen at random. Monitor the results and metrics such as open rates and clicks. After a while, you’ll have a better understanding of what works for your audience and what doesn’t. Plus it’s a great tactic for new campaigns - it gives you the opportunity to test different approaches before spending your entire budget on some- thing that might not give you the results you’re after. The ANYTHING BUT BASIC guide to email marketing / 27