Okay, so if you're anything like me and the teams that I've been on, you may be thinking, what this lesson? Do you know how busy I am? Who has time to test, let alone optimize? And do you know how many campaigns I'm managing right now? I totally get it. Maybe you're a one person show, or maybe you have a supremely demanding boss, and you don't think that you can possibly handle anymore.
But here's the thing. Let's talk about the boss here. Who is the one managing email for your company? If it's you, guess what? You're the boss. Consider yourself the CEO of email for your team, for your company.
Whether you're a small business owner, you're a freelancer, you support a corporate structure. I get it. You're wearing many hats, but be the CEO of email for your team. Because the thing is, you are accountable for maintaining and Increasing the engagement of email recipients for your brand. Do your best to embrace testing. Because as an email marketer, your job isn't just to set up and deploy messages it is to push your program further by optimizing it.
And that comes from testing and trying different and new things. The best tests to run are simple A B tests where you're only comparing two different things. If you're only comparing apples and oranges, perfect, but if you're testing apples and oranges, grapefruit, limes and lemons, you can see how this can get extremely complicated. And it's not the complication. That's the challenge. It's the insight and the conclusion from these tests that has the potential to become muddled because there are just too many variables.
So don't test for instance, two different subject lines on top of Korea. On top of body copy, really unless you have a pretty sophisticated data team to rely on, otherwise to keep it simple. So here's a simple design test example. This isn't a real test from Warby Parker, I've just simply pulled a couple of their emails. Here, we will test which creative layout will produce the highest click through rates. So we've got option A, and it is a super clean design featuring a single product or the focus is on one pair of glasses and a general statement.
Find your perfect pair to add more value there, including one of the things that really do make them great, which is that Warby Parker glasses start at $95, including prescription lenses. Option B features multiple product types and different frames. Technically, it also adds more dimensions since it includes people but the point being, don't ask A subject line test on top of this design test. Keeping it simple will ensure that you get the cleanest and most accurate results.