All-In-Guide Cold Email A/B Testing Guide 

Truth be told, it's very hard to create a successful cold email campaign, especially if you are just starting out. It's even harder to understand what works in cold emails and what does not. 

And what can be better than some good old trial-and-error method, right? 

That's where cold email A/B testing comes in. Split testing or A/B testing is the most effective way to identify what works for your cold email campaigns and what doesn't. 

In this blog post, you will learn cool A/B testing hacks to maximize your cold email campaign's reply rate, CTR, and, most importantly, conversions. So, get ready to ramp up your ROI

Here we go.

 

What is A/B Testing? 

Split testing, also known as A/B testing, is an experimental method of testing at least two or more versions of a variable (cold emails, page element, web pages, etc.) at the same time to decide which version of the variable drives more business metrics such as sales number and leaves a maximum direct impact.

For instance, if you are a cold email marketer, you can split test two email versions of an email copy, subject lines, personalized first lines, CTAs, images, or the entire email sequence if needed. 

How to Perform A/B Testing with Cold Emails? 

Here are the must-know rules for performing A/B testing with cold emails: 

  1. Test only one aspect of a cold email at once; for instance, test personalized first lines only to get a clear picture of the metrics. 
  2. Measure all the cold email KPIs – e.g., email open rates, response rates, click rates, etc. to understand if any of the variations live up to your set KPI standards. 
  3. Run your cold email split test through a big-enough email list of prospects, ideally around 200 people, to gain relevant insights. 

What are the Benefits of Cold Email A/B Testing? 

You can identify the elements of success and minor touchpoints that can improve engagement through A/B testing your cold email campaigns. Here are a few of the key benefits of A/B testing for cold sales emails: 

Improve Email Open Rates

A/B testing helps you determine the best-performing personalized subject lines that are more likely to entice your prospective customers to open your emails. As preview text in emails can be a major driving point for opening an email, you can split-test different preview texts to improve email open rates significantly.

Increase Click-Through Rates

Split testing helps email marketers identify the most effective CTAs and email copies to drive more clicks. In fact, a study by Campaign Monitor found that segmented cold email campaigns (which can be created using A/B testing) have a 14.32% higher click-through rate than non-segmented campaigns.

Boost Conversion Rates

A/B testing can help businesses optimize their cold emails for conversions by testing different crucial elements such as email copy, images, and CTAs. By testing different variations of these elements, businesses can determine which ones generate the highest conversion rates and optimize their email campaigns accordingly.

Higher Cost-Effectiveness

Split testing helps businesses cut budget costs significantly by identifying the highest-performing elements of respective email campaigns. This way, businesses can avoid spending unnecessary resources on a less effective cold email strategy and lower cost per conversion ratio. 

Reduce Bounce Rates

A/B testing helps businesses implement the most effective email-sending practices; thus, it helps increase email deliverability rates. This way, you can reduce your cold email campaign's bounce rates by testing different email subject lines and email sending schedules to avoid triggering spam filters and increase the chances of the email being delivered to the recipient's inbox.

Cold Email A/B Testing Methods

There are two different types of split testing for cod emails: 

Classic A/B Testing 

The classic A/B testing methodology requires comparing two or more visions of the same cold email. For example, the classic split test can check which version of a call-to-action gets more click-through rate. 

Multivariate A/B Testing

An advanced split testing methodology, multivariate A/B testing can analyze more than one email element change in a cold email. For example, you can check which first line, CTA, or image works best within one test without running an A/B test for each of the variables. 

Variables to A/B Test in Cold Email Campaigns

The first thing you have to do is determine your goal for the particular cold email campaign before you test different variables in a cold email. Ask yourself whether you want to increase the email open rates or reduce bounce rates. Let's take a look at each of the testing variables: 

For Improving Cold Email Open Rates

1. Test the Subject Line

The subject line is the first thing your prospects notice to decide whether they want to open an email or not. No matter how brilliant your email copy is, the subject line determines email open rates. 

For example, you can test subject lines based on the following: 

  • Long vs. short subject lines
  • Statement vs. question
  • Generic subject line vs. personalized subject line

On that note, personalized subject lines get 39.69% of email opens and email click rates, which is almost double the non-personalized ones. 

Image Source

2. Test Different Preview texts

Preview text, also known as preheader text, is a brief outline of the email just below a subject line. Besides subject lines, preheader texts also impact email open rates. So, it is important to test a few preheader texts to find out the most enticing one for your cold email outreach. 

For Higher Reply Rates for Cold Emails

1. Email Text or Email Body 

A higher email open rate doesn't mean more replies, let alone conversions. It's possible your prospects are opening your emails and doesn't find the email content enticing enough to reply. That's why testing the email copy is essential to grab your prospects' attention and convince your prospects to reply. 

2. Unclear/Vague CTA

Lack of clarity in your CTA can lower reply rates (and even click-through rates) significantly. To identify with your potential customers' triggers and what CTA works best, we'd recommend you A/B test different cold email versions and CTA. 

Want to learn how to write an enticing cold email? Read here

A/B Testing Ideas for Subject Lines

Sure, there are a few guidelines you must follow while writing a cold email subject line, or else your emails might land in the spam folder. However, following the CAN-SPAM act and GDPR regulations, here are a few subject line A/B testing ideas: 

1. 60 Characters or Nine words 

A Mailchimp study has shown that subject lines within nine words, or 60 characters work best for cold sales emails. However, this is not the case for all kinds of cold email campaigns, as longer subject lines give a better understanding of the email. 

So, it's best if you test a few options to find out what works for your campaigns. 

2. Lowercase Letters 

Most people capitalize the first letter of each word in the subject lines. However, many marketing experts suggest that it doesn't generate good results for many businesses. A/B test your subject lines with sentence cases and other formats to see what your prospects like. 

3. Personalization

Create two variations for the subject line – one with prospects' names and their company names and another version without it. Check which one gets more email opens and replies to choose the right one. 

With a powerful tool such as Smartlead, you can personalize your cold email subject lines at scale with prospect data. 

4. Emoji or No Emoji

As the younger generations are getting into B2B space, emojis can be a good option to catch your recipients' attention. Although the use of emojis is getting more and more popular, it doesn't work for some industries. So, test subject lines with and without emojis to check what works best for you.  

Image Source

A/B Testing Ideas for Email Copy

A/B testing is a must to check which variation of an email copy generates more response rates. Here are some ideas: 

1. Formal Greetings Vs. Non-Formal Greetings

Greetings are the first thing one reads after opening an email. You can set a casual tone with "Hi," "Hello," or "Hey," which is less formal. Also, you can start with a formal "Hello" or "Dear {first name}" in your emails. Make sure you split-test both options to set the right tone for your email campaigns. 

2. Intro Vs. No Intro 

Sales professionals usually don't add an intro of the sender in the first line of the cold email. However, it might be good for more formal B2B industries. Find out what works for you by split-testing both variations.  

3. Use of Images, GIFs, and Videos Vs. Plain Text

Visuals make emails more interesting and increase customer engagement. But the image-heavy email format might not work all the time. Test your emails to check whether visual-heavy emails or plain text emails work more effectively. 

4. Generic Personalization Vs. Hyper-Personalization

Test whether simple customization in the initial email generates the desired result. You can test follow-up emails with hyper-personalization in the same email sequence to generate more conversions or not. This will save you from hyper-personalizing the entire email sequence, and you can do it only when it's necessary. 

Check out the money-making cold email templates that will skyrocket your business's ROI. 

A/B Testing Ideas for CTAs

You must split-test your CTA to maximize your conversion rates. It is very important to find out the right implementation of the CTA to drive sales. 

Here are some ideas to A/B test your CTAs: 

  • Placement of the CTA
  • Plain text Vs. formatting text
  • Proposing a time for a meeting Vs. offering a calendar link

A/B Test for Email Sending Schedule

A Yesware study has shown that Monday, followed by Tuesday and Wednesday, see the maximum number of email opens. The same study also suggests that the best time of day to send emails is between 1-4 pm. 

Image Source

These stats can be pretty decisive, as the best time and day to receive sales emails might vary based on the demographics and time zone of your audience base. So, research your prospects and acquired demographic data, and A/B test your emails to find the best time to send cold emails to your prospects for higher email open and reply rates. 

Cold Email A/B Testing: Best Practices

To launch effective cold email marketing campaigns, keep the following tips in mind: 

  • Split test each and every aspect separately. If you want to speed up the process, try more than three variations at once but don't go beyond four at one go. 
  • Make sure you are testing the right variations for appropriate KPIs. Otherwise, it will just be a waste of time. 
  • While split testing, make sure you are comparing two variations only when the conditions are the same. For example, you can't compare the reply rate for an email you sent on Tuesday with that you sent on Friday. 
  • The whole point of A/B testing cold emails is to make informed and data-backed decisions. So, keep an eye on the split testing data. 

Use Smartlead: A/B Test to Maximize Business ROI

With Smartlead, the amazing email marketing software, sales reps can: 

  • Create unlimited sender accounts (email address) to reach a wider audience base. 
  • Personalize your email messages with its AI personalization and with attributes like prospect's name, job role, company name, etc., at scale. 
  • Maintain an excellent sender reputation with automated email warmups. 
  • Set up custom conditional email-sending triggers.
  • Manage all your emails in the master mailbox without complex email routing.
  • Personalize your follow-up email sequences. 

So, what are you waiting for? Start your 14-day free trial at Smartlead; no credit cards are required. 

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All-In-Guide Cold Email A/B Testing Guide 

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April 3, 2023

Truth be told, it's very hard to create a successful cold email campaign, especially if you are just starting out. It's even harder to understand what works in cold emails and what does not. 

And what can be better than some good old trial-and-error method, right? 

That's where cold email A/B testing comes in. Split testing or A/B testing is the most effective way to identify what works for your cold email campaigns and what doesn't. 

In this blog post, you will learn cool A/B testing hacks to maximize your cold email campaign's reply rate, CTR, and, most importantly, conversions. So, get ready to ramp up your ROI

Here we go.

 

What is A/B Testing? 

Split testing, also known as A/B testing, is an experimental method of testing at least two or more versions of a variable (cold emails, page element, web pages, etc.) at the same time to decide which version of the variable drives more business metrics such as sales number and leaves a maximum direct impact.

For instance, if you are a cold email marketer, you can split test two email versions of an email copy, subject lines, personalized first lines, CTAs, images, or the entire email sequence if needed. 

How to Perform A/B Testing with Cold Emails? 

Here are the must-know rules for performing A/B testing with cold emails: 

  1. Test only one aspect of a cold email at once; for instance, test personalized first lines only to get a clear picture of the metrics. 
  2. Measure all the cold email KPIs – e.g., email open rates, response rates, click rates, etc. to understand if any of the variations live up to your set KPI standards. 
  3. Run your cold email split test through a big-enough email list of prospects, ideally around 200 people, to gain relevant insights. 

What are the Benefits of Cold Email A/B Testing? 

You can identify the elements of success and minor touchpoints that can improve engagement through A/B testing your cold email campaigns. Here are a few of the key benefits of A/B testing for cold sales emails: 

Improve Email Open Rates

A/B testing helps you determine the best-performing personalized subject lines that are more likely to entice your prospective customers to open your emails. As preview text in emails can be a major driving point for opening an email, you can split-test different preview texts to improve email open rates significantly.

Increase Click-Through Rates

Split testing helps email marketers identify the most effective CTAs and email copies to drive more clicks. In fact, a study by Campaign Monitor found that segmented cold email campaigns (which can be created using A/B testing) have a 14.32% higher click-through rate than non-segmented campaigns.

Boost Conversion Rates

A/B testing can help businesses optimize their cold emails for conversions by testing different crucial elements such as email copy, images, and CTAs. By testing different variations of these elements, businesses can determine which ones generate the highest conversion rates and optimize their email campaigns accordingly.

Higher Cost-Effectiveness

Split testing helps businesses cut budget costs significantly by identifying the highest-performing elements of respective email campaigns. This way, businesses can avoid spending unnecessary resources on a less effective cold email strategy and lower cost per conversion ratio. 

Reduce Bounce Rates

A/B testing helps businesses implement the most effective email-sending practices; thus, it helps increase email deliverability rates. This way, you can reduce your cold email campaign's bounce rates by testing different email subject lines and email sending schedules to avoid triggering spam filters and increase the chances of the email being delivered to the recipient's inbox.

Cold Email A/B Testing Methods

There are two different types of split testing for cod emails: 

Classic A/B Testing 

The classic A/B testing methodology requires comparing two or more visions of the same cold email. For example, the classic split test can check which version of a call-to-action gets more click-through rate. 

Multivariate A/B Testing

An advanced split testing methodology, multivariate A/B testing can analyze more than one email element change in a cold email. For example, you can check which first line, CTA, or image works best within one test without running an A/B test for each of the variables. 

Variables to A/B Test in Cold Email Campaigns

The first thing you have to do is determine your goal for the particular cold email campaign before you test different variables in a cold email. Ask yourself whether you want to increase the email open rates or reduce bounce rates. Let's take a look at each of the testing variables: 

For Improving Cold Email Open Rates

1. Test the Subject Line

The subject line is the first thing your prospects notice to decide whether they want to open an email or not. No matter how brilliant your email copy is, the subject line determines email open rates. 

For example, you can test subject lines based on the following: 

  • Long vs. short subject lines
  • Statement vs. question
  • Generic subject line vs. personalized subject line

On that note, personalized subject lines get 39.69% of email opens and email click rates, which is almost double the non-personalized ones. 

Image Source

2. Test Different Preview texts

Preview text, also known as preheader text, is a brief outline of the email just below a subject line. Besides subject lines, preheader texts also impact email open rates. So, it is important to test a few preheader texts to find out the most enticing one for your cold email outreach. 

For Higher Reply Rates for Cold Emails

1. Email Text or Email Body 

A higher email open rate doesn't mean more replies, let alone conversions. It's possible your prospects are opening your emails and doesn't find the email content enticing enough to reply. That's why testing the email copy is essential to grab your prospects' attention and convince your prospects to reply. 

2. Unclear/Vague CTA

Lack of clarity in your CTA can lower reply rates (and even click-through rates) significantly. To identify with your potential customers' triggers and what CTA works best, we'd recommend you A/B test different cold email versions and CTA. 

Want to learn how to write an enticing cold email? Read here

A/B Testing Ideas for Subject Lines

Sure, there are a few guidelines you must follow while writing a cold email subject line, or else your emails might land in the spam folder. However, following the CAN-SPAM act and GDPR regulations, here are a few subject line A/B testing ideas: 

1. 60 Characters or Nine words 

A Mailchimp study has shown that subject lines within nine words, or 60 characters work best for cold sales emails. However, this is not the case for all kinds of cold email campaigns, as longer subject lines give a better understanding of the email. 

So, it's best if you test a few options to find out what works for your campaigns. 

2. Lowercase Letters 

Most people capitalize the first letter of each word in the subject lines. However, many marketing experts suggest that it doesn't generate good results for many businesses. A/B test your subject lines with sentence cases and other formats to see what your prospects like. 

3. Personalization

Create two variations for the subject line – one with prospects' names and their company names and another version without it. Check which one gets more email opens and replies to choose the right one. 

With a powerful tool such as Smartlead, you can personalize your cold email subject lines at scale with prospect data. 

4. Emoji or No Emoji

As the younger generations are getting into B2B space, emojis can be a good option to catch your recipients' attention. Although the use of emojis is getting more and more popular, it doesn't work for some industries. So, test subject lines with and without emojis to check what works best for you.  

Image Source

A/B Testing Ideas for Email Copy

A/B testing is a must to check which variation of an email copy generates more response rates. Here are some ideas: 

1. Formal Greetings Vs. Non-Formal Greetings

Greetings are the first thing one reads after opening an email. You can set a casual tone with "Hi," "Hello," or "Hey," which is less formal. Also, you can start with a formal "Hello" or "Dear {first name}" in your emails. Make sure you split-test both options to set the right tone for your email campaigns. 

2. Intro Vs. No Intro 

Sales professionals usually don't add an intro of the sender in the first line of the cold email. However, it might be good for more formal B2B industries. Find out what works for you by split-testing both variations.  

3. Use of Images, GIFs, and Videos Vs. Plain Text

Visuals make emails more interesting and increase customer engagement. But the image-heavy email format might not work all the time. Test your emails to check whether visual-heavy emails or plain text emails work more effectively. 

4. Generic Personalization Vs. Hyper-Personalization

Test whether simple customization in the initial email generates the desired result. You can test follow-up emails with hyper-personalization in the same email sequence to generate more conversions or not. This will save you from hyper-personalizing the entire email sequence, and you can do it only when it's necessary. 

Check out the money-making cold email templates that will skyrocket your business's ROI. 

A/B Testing Ideas for CTAs

You must split-test your CTA to maximize your conversion rates. It is very important to find out the right implementation of the CTA to drive sales. 

Here are some ideas to A/B test your CTAs: 

  • Placement of the CTA
  • Plain text Vs. formatting text
  • Proposing a time for a meeting Vs. offering a calendar link

A/B Test for Email Sending Schedule

A Yesware study has shown that Monday, followed by Tuesday and Wednesday, see the maximum number of email opens. The same study also suggests that the best time of day to send emails is between 1-4 pm. 

Image Source

These stats can be pretty decisive, as the best time and day to receive sales emails might vary based on the demographics and time zone of your audience base. So, research your prospects and acquired demographic data, and A/B test your emails to find the best time to send cold emails to your prospects for higher email open and reply rates. 

Cold Email A/B Testing: Best Practices

To launch effective cold email marketing campaigns, keep the following tips in mind: 

  • Split test each and every aspect separately. If you want to speed up the process, try more than three variations at once but don't go beyond four at one go. 
  • Make sure you are testing the right variations for appropriate KPIs. Otherwise, it will just be a waste of time. 
  • While split testing, make sure you are comparing two variations only when the conditions are the same. For example, you can't compare the reply rate for an email you sent on Tuesday with that you sent on Friday. 
  • The whole point of A/B testing cold emails is to make informed and data-backed decisions. So, keep an eye on the split testing data. 

Use Smartlead: A/B Test to Maximize Business ROI

With Smartlead, the amazing email marketing software, sales reps can: 

  • Create unlimited sender accounts (email address) to reach a wider audience base. 
  • Personalize your email messages with its AI personalization and with attributes like prospect's name, job role, company name, etc., at scale. 
  • Maintain an excellent sender reputation with automated email warmups. 
  • Set up custom conditional email-sending triggers.
  • Manage all your emails in the master mailbox without complex email routing.
  • Personalize your follow-up email sequences. 

So, what are you waiting for? Start your 14-day free trial at Smartlead; no credit cards are required. 

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

  • dfbvrsg
  • svsv

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Author’s Details

Rajnish Das

Rajnish is a Staff Writer at Smartlead.

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Frequently asked questions

General Questions

Can I import a CSV file into an already running campaign?

Yes, you can import a CSV file into an already running campaign. To do so, follow these steps:

1. Go to the campaign that you want to import the CSV file into.
2. Click on "Edit campaign" to access the campaign settings.
3. Look for the option to upload a CSV file and click on it.
4. Choose the CSV file from your computer that you want to import.
5. Map the fields and Choose/associate a client. The system will process the CSV file and import the data into the campaign.

By importing a CSV file, you can update the campaign with new leads without interrupting the campaign's flow.

Is it possible to connect Outlook via OAuth?

Yes, it is recommended to connect Outlook via OAuth. OAuth (Open Authorization) is an industry-standard protocol that allows applications to access user data on various platforms, including Outlook, without requiring the user to share their login credentials. By connecting Outlook via OAuth, you enhance security and ensure a seamless and secure integration between your application and Outlook.

How can I connect Outlook using OAuth?

To connect Outlook using OAuth, follow these steps:

1. Open your email accounts module in Smartlead
2. Look for the option to add accounts and select it.
3. Choose Outlook as the email provider you want to connect.
4. Clicking on the Outlook logo will redirect you to the Outlook login page.
5. Enter your credentials and log in to your Outlook account.
6. Follow the prompts to authorize the application to access your Outlook account using OAuth.
7. Once the authorization is complete, your application will be connected to Outlook via OAuth, enabling secure access to your Outlook emails and data.

By following these steps, you can establish a secure and authenticated connection between your application and Outlook, ensuring seamless integration and access to your email account.

Why am I experiencing delays in fetching emails from my ESP to MI?

If you are experiencing delays in fetching emails from your Email Service Provider (ESP) to the Master Inbox (MI), there could be a few reasons for this. It is important to note that fetching emails from the ESP to the MI can take some time due to various factors such as network latency, ESP server load, and the size of the email inbox. Here are some points to consider:

1. Time interval: The Master Inbox usually fetches emails at regular intervals, which can range from 5 to 55 minutes. This interval allows the system to retrieve and process new emails periodically.

2. Fetch replies button: If you need to fetch replies immediately, you can use the "Fetch replies" button available in the Master Inbox. Clicking on this button triggers an immediate fetch of replies from your ESP's email inbox folder.

If the delays persist or you encounter any issues with fetching emails, it is recommended to reach out to the Smartlead support team for further assistance.Please note: 

Filtering or rules: Review any filtering or rules set up in your ESP that could potentially affect the delivery of emails to the MI. Ensure that emails are not being automatically sorted, archived, or blocked based on certain criteria.

Why doesn't categorizing leads, such as "Not interested," stop campaigns for them?

Categorizing leads, such as marking them as "Not interested," does not automatically stop campaigns for those leads. The purpose of lead categorization is to classify and organize leads based on their specific attributes or actions. However, categorizing a lead as "Not interested" does not halt the campaign because the system relies on replies from leads to determine if a campaign should be stopped.

In most cases, when a lead categorizes themselves as "Not interested," they may choose not to reply to the email or take any further action. As a result, the campaign continues until it reaches its completion or encounters other stopping conditions.

It's important to note that when a lead does reply to an email, the system recognizes the response and stops the campaign for that particular lead. Therefore, replies from leads serve as the primary trigger to stop campaigns rather than lead categorization alone.

In some cases,A lead might have to be categorized for various reasons even if they do not intend to reply, such as organizing their inbox or indicating their preference. Such categorization does not automatically stop the lead from receiving further emails in the campaign. In such cases the emails have to stopped manually

What type of business can use Smartlead?

No, you get access to unlimited email accounts and warmup accounts without having to pay per account. This will let you scale your email outbound and without paying a penny more.

Powerful Automated Email Marketing that Drives Sales.

  • All Features Included
  • No Credit Card Required
  • Free Warmup Included
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