A/B Testing: What is it and why is it important?

 Continuing Medical Education Marketing A/B Testing

A/B testing is like exercising due diligence. Prior to sending a CME marketing email to your target healthcare audience, learning what it is that gets them to stop, acknowledge your message, and engage is significant in the overall success of your campaign. A/B testing not only provides insight but grows your active audience and extends your bottom line.

What is A/B Testing?

A/B testing, also known as split testing, is a comparison of two versions of the same CME email with only one element that differs in each version. That one element may include wording in a subject line or call-to-action, personalization/localization, size of a clickable button, fonts, design, formatting, or creative. A valuable marketing tool, A/B testing can show clear differences in how your audience responds to variances in an element. This insight enables you to make the right adjustments needed to optimize your email to its fullest. A slight tweak could have a great impact on opens, clicks, page views, conversions, and the campaign overall.

How Does A/B Testing Work?

Testing Subject Lines
When deciding which email element to test first, start with the one that your audience sees first. Besides the From Name, the Subject Line initially influences readers to open your email or not, therefore, making it the right place to start testing. The type, wording, and length of your subject line can be tested to see what works best for you, your audience, and your offer.

Here’s how A/B testing a subject line works:

  1. Send your email with one subject line to a sample of your target audience
  2. Send the same email with a different subject line to another sample of your target audience
  3. Once you run the test and determine which subject line produces the highest opens, send the email with the winning subject line to the balance of your audience

Why is A/B Testing Important?

A/B testing helps you better understand your audience, so you can develop more relevant content, improve engagement, and increase registrations/increase referrals/increase scripts/fill positions. This cost-effective marketing strategy provides the information you need to make the right adjustments that will have the biggest impact on your bottom line. The more you test the more you will increase your audience’s loyalty by acknowledging their preferences, providing relevance, and being consistent.

Wade Reece