Why You Should Never Send a Cold Email Without A/B Testing

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Gabrielle Hughes
Content Marketing Manager

When it comes to cold emailing, A/B testing (or split testing) allows you to compare two different versions of your message to see which one performs better.

But before you start drawing up hypotheses, here are a few guidelines to get you started...

What’s your objective?

Start things off with a clear understanding of what you’re looking to improve using A/B testing. Do you want to focus on open rates, or are you looking to increase the numbers of replies you’re receiving? There are several things you can test, but choosing one at a time is key.

When deciding on your objectives, you can also consider the hierarchy approach with optimizing cold email campaigns. For instance, if you’re not receiving a lot of opens, you need to fix that before you can try to improve response rate. But if you have great open rates and zero replies, you can examine the click rate to see if there’s something wrong with the message you sent. And if both open and click rates are doing well, try testing your CTA to see if you can improve responses.

What drives your objective?

Once you know the metric you have to focus on, it’s time to test the levers driving that metric. If you’re looking to increase the open rates of your cold email, you can test out subject lines or send times. As mentioned above, if you’re worried about the copy, click rates are a good way to assess whether your email content is interesting or not. This can be drilled down further by looking at how you introduce your service/product, what you’re labeling your value prop(s) as, and what type of link you shared for the CTA.

At the end of the day, even if you find something that works, there’s always room to keep optimizing and testing your emails. So use those awesome ideas that you have and learn from them!

Want more on cold emailing? Check out Nailing the Art of Cold Emailing here.

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