A/B Testing Results Compilation
| Test Name | Version A | Version B | Result |
|---|---|---|---|
|
Subjects Lines - Short vs Long |
{{first_name}}, got 30 seconds?
|
{{first_name}}, share your Up to Us experience in 30 seconds |
Shorter subject lines had higher open rates compared to longer subject lines. (30% vs 17%) |
|
Subject Lines - Simple vs Complex |
Up to Us Newsletter - November 2020 |
Up to Us Newsletter - November 2020: Commit to Democracy |
Simpler and straightforward subject lines perform better (9% higher open rates) than longer and more complex subjects. |
|
Graphics vs Images w/People |
Image with Students/Participants Smiling |
Graphic (Illustrator) |
A newsletter that contained an image image of participants had a 30% read rate compared to a 21% read rate on the newsletter that contained a
graphic. |
|
High vs Low - Image to Text Ratio (Read Rates) |
High Image to Text Ratio |
Low Image to Text Ratio - 1 image, the rest is text |
High image to text emails have higher read rates (37% read rate) compared to low Image to text ratio (28% read rate). |
|
High vs Low - Image to Text Ratio (Clicks) |
High Image to Text Ratio |
Low Image to Text Ratio - 1 image, the rest is text |
High image to text ratio have a lower number of clicks (0.84% CTOR) compared to low image to text ratio (1.35% CTOR). |
|
Gifs vs No Gifs |
Newsletter with Gifs |
Newsletter without Gifs |
Gifs increase the number of clicks and read rate of emails. (Read Rate: 32% vs 27%) (CTOR: 1.59% vs 0.98%) |
|
Short Form vs Long Form Content |
Short Copy (1-2 sentences) |
Long Copy (1-2 paragraphs) |
Short Form Content in newsletters have higher engagement rates. (CTR: 4.07% vs 3.07%) |
|
Sender Name |
Julia from Up to Us (first-name from brand) |
Julia L. (first-name last-name) |
The sender name with the brand name received ~3% more opens. |
|
Sender Image vs No Image |
Sender image in signature |
No image in signature |
Adding an image to your email can increase the read rate of your email. (56% vs 17%) |
|
ICYMI (In Case You Missed It) Email |
No Email |
Sending an ICYMI Email. Re-sending an email to users that didn't open the first email |
Sending an ICYMI email to users that didn't open the first email, gets more opens (about 14%-18% open rate) |
|
Day of Week |
Testing email sends on Monday, Tuesday, Wednesday, Thursday |
|
Tuesday has the highest email opens. |
|
Time of the Day |
Sending times 5am, 6am, 7am, 8am, 9am, 10am, 11am, 3pm |
|
6am has the highest open rates. |