Using A/B testing to improve your outreach

SuperReach gives you the ability to A/B test every email you send in order to maximise the performance of your outreach.

But what is it and how can you use it to help your team?

A/B testing or “split testing” is a randomised experiment where end users are shown different variations of your content in order to find out which version is more engaging.

AB testing happens all across the web, from website landing pages to emails and is a great way to find out what’s truly working in order to increase conversions.

When it comes to emails there are multiple elements that you can test depending on which metric you’re trying to optimise. For example, you’d want to A/B test subject lines and/or the first line of your email in order to find out what increases the number of opens your email gets.

If you want to improve click-throughs to your website or LinkedIn post you may want to A/B test the content you’re including in the actual email.

In order to test open rates you can A/B test subject lines. That might look like the following:

A Test: John, I Think This Role Would Be Perfect For You!

B Test: Looking For A New Opportunity, John?

With SuperReach you can choose how many emails you want to send before it automatically selects a winner.

So if you set a limit of 200 emails, it would send 100 out of each subject line randomly and once that threshold of 200 had been reached the platform automatically identifies the winning subject line and adopts it for the remainder of the sequence.

So if “A Test” get’s 30% open rate and “B Test” get’s 41% open rate then “B Test” would be adopted by the platform going forward.

Create your sequence as usual with as many emails as you want to start with. From there, using the Steps page on your sequence you’ll be able to click “+ A/B test” in the top right hand corner of each email step.

You’ll then be able to adopt the same template you were previously using or had just created and simply add the B test with the variation you want to test. It could be an alternate subject line or alternate copy.

There are two key benefits to you with A/B testing. The first is that you’re always being led by data and not gut feel, this is key to ensure you’re optimising your outreach performance based on stats and real results and not just randomly choosing what to do.

The second is the amount of time this is saving you. You don’t even need to go in and look at the stats yourself if you don’t want to, it’s automatically testing in the background and then automatically adopting the winning result, saving you time on every email you send.

You’ll be able to see the results of your A/B test on both the individual steps of your sequences and also on the summary page of the sequence too.

More importantly you’ll be able to see the results in your responses that are coming back into your inbox!