Split testing revisited: what can be tested?

5 minute read

Split testing is a great email marketing tool but perhaps it leaves you wondering how you can use it for your business? We thought we’d list some key examples of how you can use A/B testing and the type of results it might bring you.

Firstly, what is split testing? Split testing enables you to find out what resonates with your readers, making your campaigns more relevant and helping to maximise performance figures. It’s simple to set up and will allow you to continuously improve your email results. Check out our handy guide to find out more!

Subject line

The subject line undoubtedly holds a great deal of importance – it’s likely to help your subscriber decide whether to open or delete your email. In your Sign-Up.to account you can test up to five email campaigns in one send so why not create several subject lines and see which one works best? This might even help you determine the tone for entire future campaigns.

To demonstrate what we mean, here are some examples of variant subject lines you could try out when promoting a new store opening:

  • Our new store has opened in a town near you
  • Come and see our lovely new store
  • Newsletter: new store opening


The wording and tone of your email is likely to impact how people engage with it, whether it be to just read your email or click that all important link to your current promotion. If you’re unsure how to approach the wording style why not try a couple of scenarios to see what gets the best reaction. Testing the water in this way can really help engage subscribers with your brand.

To demonstrate, here are some examples of ‘call to action’ sentences you could use when talking about a special offer:

  • Check out our latest offer, exclusive to our email subscribers.
  • We’ve just added a special offer to our website, it’s time to start spending!
  • We have an exclusive promotion available for you to take advantage of now.

Image placement

Torn between which image should take the centre stage in your email campaign? Split testing allows you to see how image placement influences subscriber actions. Your image may be a link, meaning you can test the click through rate, or perhaps your image is just there to get the subscribers attention when they open your email. You might want to see what colours and type of photos influence your subscribers too.

Below is an example of how we might test our Sign-Up.to newsletters – here we’ve used two different images for the same article.


Personalisation allows you to add a little individuality to your email campaigns and can help you develop a relationship with your customers. However, if you’re unsure about it why not try out two email campaigns – one with personalisation and one without. There’s lots of information out there about the benefits of personalisation but if you’re not sure that it’s right for your email activity, this is the way to find out.

It doesn’t even have to be about how you introduce your email, you can go that one step further. For example you might own a chain of restaurants and might like to have a sentence including the recipient’s nearest restaurant. Why not test the following examples and see what difference it makes to the click through rate?

  • Check out our new menu available at all our restaurants
  • Check out our new menu at our Manchester restaurant
  • Our Manchester restaurant has a new menu so we hope to see you there soon

We hope this has given you some ideas which can be applied to your business. One key thing to remember is to just test one thing at a time, otherwise you won’t be able to differentiate what the winning aspect was. If you need any help with running split tests for your business feel free to get in touch with our Support team, or leave a comment in the box below.