Target<\/strong>Determining which elements of a message should be changed to obtain better results.<\/p>\n Try using two different senders: who and from where you send the messages. We recommend that when it comes to senders, be consistent in all your sendings. So take note of how the name and email address of the sender affects your open metrics, so that you can use the one that gives you the best results in the future.<\/p>\n The subject of the message is of great importance and can determine whether it is opened or discarded. With an A \/ B test in which you change the subject you will check this. Try with:<\/p>\n - Customize the subject line in one of the two versions<\/p>\n - Using two different lengths of text in one and the other<\/p>\n - Include in one a call to action and in the other not a call to action.<\/p>\n - Use different words and different style of language in each one.<\/p>\n It is always advisable to have a template for your regular messages. You can keep it as version A and create a slightly different one that you will use as version B.<\/p>\n The look of your message can make a difference, so try modifying certain design elements of the original version in version B to see if this affects your click-through or unsubscribe rate. Some design elements you can toggle are:<\/p>\n - Bold v\/s regular font<\/p>\n - Capitalization<\/p>\n - Font size and color<\/p>\n - Background colors<\/p>\n - Images<\/p>\n - HTML v\/s plain text messages<\/p>\n The content of your mailings is a great instance to test a variety of things. And there's nothing better than A\/B testing to find out how this or that content is received by your audience.<\/p>\n -\u00a0\u00a0\u00a0\u00a0\u00a0Holder<\/strong>It's the first thing someone sees when they open a message. While it should be consistent with the subject line, be sure to try it. One possibility would be to make it a link.<\/p>\n -\u00a0\u00a0\u00a0\u00a0\u00a0Layout<\/strong>Experiment with changing the location of the content. But, be careful: you should always put the most important thing at the beginning of the message.<\/p>\n -\u00a0\u00a0\u00a0\u00a0\u00a0Call to action<\/strong>Test with different calls to action in your two versions of the message to determine how they impact conversion or click-through rate. The call to action should be closely aligned to the subject line.<\/p>\n![\"pruebab2.jpg\"](\"https:\/\/i0.wp.com\/cdn2.hubspot.net\/hubfs\/37780\/pruebab2.jpg?resize=683%2C339&ssl=1\")
<\/p>\n1. Sender (name and address)<\/strong><\/h2>\n
2. Subject<\/strong><\/h2>\n
3. Design<\/strong><\/h2>\n
\u00a04. Content<\/strong><\/h2>\n
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