Split or A/B testing helps you send what your audience actually wants to receive from you. It is basically a kind of experimentation where you send several variants of your email to the audience to determine the best performing.

Split testing or A/B testing is sending more than one version of your email to different sample groups of your email list. Email marketing comes with various advantages, which is why many brands and companies are using this to make progress in the market.

A lot of potential in this marketing method attracts many eyeballs and so the competition arises to a great extent. That is the reason email spam filters have also become sophisticated and do not let any unnecessary message land in the mailbox.

Likewise, a user receives around 90 emails every day on average, and this is a huge number. When we find various emails in our inbox, we read only relevant and others are sent to the trash without even getting a bit of attention.

If your emails are not engaging and to the point, the open and click-through rate of the email campaigns drop significantly. You have to be sharp with your email strategy to make your email campaign powerful.

Mumara gives you the advantage to run a split test on your email and send the best version to gain more attention. This will ultimately increase your sales and help your business to grow reasonably.

Here, we shall discuss split or A/B testing in detail and how Mumara helps in boosting your open rate.

Table of Contents

  1. What is split or A/B testing?
  2. How does A/B testing work?
  3. Benefits of split testing through Mumara
    • Increase revenues
    • Good for your business image
    • Saves money
    • Helps you know your users better
    • Make analysis easier
  4. What mistakes should be avoided while running an A/B test?
    • The test ended too soon
    • Looking for too many metrics
    • No having a good sample
    • Limited retesting
  5. Conclusion

What Is Split or A/B Testing?

Split testing is the best effective way to analyze the taste of your audience, and what style of communication they respond to the best. If you do it perfectly, you will be able to send the best-performing email campaigns responsible to bring more return on investment.

what is split test | Mumara

In other words, we can say that split or A/B testing helps you send what your audience actually wants to receive from you. It is basically a kind of experimentation where you send several variants of your email to the audience to determine the best performing.

For example, you create two variations of your email campaigns on Mumara, naming them version A and version B respectively. Then you send this variant A to one-half of your users and variant B to the other half.

This mean, you will get a chance to find the best version of your campaign by keeping an eye on the results in the statistics section.

Read also: What Is A/B Testing? How It Works and When to Use It

How Does A/B Testing Work?

As we have discussed in the above lines in A/B testing you send two different kinds of pieces of content to the users. Then you send it to two similar-sized groups of the audience to monitor which one performs better.

On the performance, you draw a conclusion after the results that enable marketers to take the right decision in the due course of time. The design of your email matters a lot in increasing engagement in your email campaign. Sometimes, you feel that your email is not getting attention due to email design, and the colors used in the call to action.

We advise you to run A/B testing to increase the click-through rate. You can design a different variant of the email with different colors for the CTAs and the email layout to A/B test your theory.

For example, if you usually use green color for the call to action and the variant with the red color call to action gets more open and click-through rate, you need to use green color onwards.

Along with it, many other variables determine the results of your split testing. People use different devices to see your campaign including mobile phones. If the CTA is not placed correctly, the user will dislike clicking it.

Benefits of Split Testing Through Mumara

After constructing a reasonable understanding of split testing, now is the time to get acquainted with the various benefits when you do it using Mumara.

Read them one by one:

Increases Revenues

split test increases revenues | Mumara

Around 60% of businesses state that A/B testing improves revenues. When you send the most accepted copy of your email to the users, it will bring more conversions for you. The email campaigns sent to the users after spending some extra time on split testing increase engagement.

When there is more engagement, it means that more people will open your emails and go for the clicks if you sent something relevant.

Good for Your Business Image

As we have understood that A/B testing allows you to produce the right content before the eyes of the users. This approach eliminates the chances of bad impressions by the customers.

Regular sending of refined and relevant content will ultimately increase the goodwill of your business. Around 70% of businesses run A/B testing before sending the email campaign to get the full results.

Saves Money

Sending your email campaigns after conducting split testing gives you a better return on investment. There is no other marketing channel that gives you similar results due to the unavailability of customization.

For example, if you want to market your product through electronic media, will be able to show two different ads to the users to find the right one? That is technically not possible. When you run a split test, it will save you money and bring more profits when more users will interact with your message.

Helps You Know Your Users Better

When you perform A/B testing on every campaign, you will get to know your users’ behavior even better. It means that users act differently for different products. Over time, they develop a tendency to accept a certain message.

Through this process, you will ultimately develop an understanding that what your clients want to hear from you.

Makes Analysis Easier

Performing a split test will help you make your analysis easier. This is because you will be able to identify the issues in your email content, email design, website design, fonts, and other issues if they exist. Instead of repeating the same content that your users do not like, split testing will enable you to find the problems, and solve them well in time.

split testing makes analysis easier | Mumara

For example, if you are facing cart abandonment issues, you can find the problem by running an A/B test to highlight the issues. The issues in cart abandonment may include poor structure and layout, complicated checkout process, hidden costs, bad user experience, etc. If you run split testing, these issues will be identified beforehand.

Some of the other benefits may include:

  • It reduces the bounce rate
  • Split testing provides quick and actionable results.
  • It reduces the risks of failure
  • Decreases cart abandonment
  • Boosts your sales by sending the inch-perfect content
  • It increases conversion rate and ROI
  • It increases open and click-through rate
  • Reduces unsubscribe rate by sending relevant content

What Mistakes Should Be Avoided While Running a Split Test?

Sometimes, companies run split testing but do not get the results. Here you need to understand that it is not the split test that causes poor performance, rather, it is the way they are conducting the test.

We suggest you not repeat the mistakes that others commit, here are some of them:

The Test Ended Too Soon

As per the reports, 57% of the experiments ended without waiting till the finality. It means that some marketers end the process when they feel the original hypothesis was proven.

We suggest you let each test run completely even if you see the real-time results.

Looking for Too Many Metrics

Conducting complex tests is helpful, but sometimes looking for too many metrics may cause a problem. No matter how many options your split testing software allows, go with them if you actually want to concentrate.

It will eliminate the chances of concentrating on many results at the same time. We suggest you set your goals briefly to make things happen right for you.

Not Having a Good Sample

bad sample for A/B testing | Mumara

Using a good and reasonable sample is mandatory to run the A/B testing. According to several studies, you should have at least 25000 users on your sample list to get accurate results. Some marketers go with small lists, which is not a good practice to get the true results from the total population. Using small samples for the split testing will give you unreliable results.

Limited Retesting

The only secret behind getting accurate results lies in testing and retesting. Some companies go for testing, get the results, and believe in it. That is not good practice.

According to senior marketers, it is not enough to run a test once and send your campaign depending on the results. to find the right variant of your campaign, we suggest you not go without retesting.


Split testing or A/B testing is an effective way to test your audience’s engagement or response towards the different variants. Sending your messages to users without testing can disturb them if the design or content of the emails is not appropriate.

You can easily run A/B testing with Mumara to determine the perfect variant for your success, sign up now!

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Eric Lee

A reader, writer, researcher, and explorer!

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