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Hey there, it's Michael from AdSumo Digital.
Welcome back to The DTC Letters.
Today, we're diving into a game-changer that could skyrocket your email marketing results:
Unlocking Hidden Profits by Mastering Split Testing Your Emails (And Why It Matters)
Here's what we're covering:
What's really worth split testing in your email flows
How to uncover trends and opportunities in your campaigns
Actionable tips on testing subject lines, offers, and timing
Let's dive in! 👇
Flows: Testing What Really Moves the Needle
Before you start testing, make sure you've nailed these essentials:
Copy that grabs attention like a magnet
Designs optimized for deliverability & CTR
Offers that make your audience's wallets itch
Once those are locked in, here's where the real magic happens:
Offers
Are your customers more likely to bite on % off, $ off, or free gifts? It depends on your brand and product.
Here's a secret: consumables often see a huge boost with free gifts.
Pro Tip:
Don't just A/B test. Try this instead: Send a % off in one email, then hit 'em with a free gift in the next.
Example: I once bought $180 worth of T-shirts for one reason: a free pack of socks. Different offers speak to different people—lean into this when testing your email offers.
Timing
You wouldn't believe how many brands are leaving money on the table with poor timing.
Here's the secret sauce:
Strike while the iron's hot. Send that first email faster than your customer can say "abandoned cart."
Get aggressive when interest is high. Trust me, they won't mind if they're already itching to buy.
Pro Tip: Use conditional splits in abandoned cart flows. Test different timelines. You'll be shocked at how well a condensed schedule performs.
Subject Lines
Forget minor tweaks. Test big differences for meaningful data:
Short vs long (Spoiler: Short often wins)
Formal vs informal (Don't be afraid of emojis or all lowercase)
Personalized vs non-personalized (Personalization usually crushes it)
Email Content
Just like subject lines, go for big differences:
Long vs short emails
Highly-designed vs basic designs
Direct-response (DR) style vs branded copy
Pro Tip: We've found a mix of long and short works best, simpler designs usually convert higher, and a blend of DR and branded copy hits the sweet spot.
Remember: What fills your bank account matters more than what looks pretty in your sent folder.
Campaigns: Uncovering Gold Mines in Your Data
Campaign testing is where you separate the pros from the amateurs.
Here's how to strike gold within your email list:
Send Times
Start big: 9 AM vs. 5 PM
Then get surgical: Found 7 PM works?
Now put 5:30 PM against 7 PM.
Pro Tip: Never stop testing. What worked last month might not work next month.
Subject Lines
Be bold. Be different. Sometimes the craziest lines lead to the fattest profits.
Copy
Test tone, length, and personality. Sometimes, a little character is all it takes to open wallets.
Volume: The Frequency Sweet Spot
Got over 15,000 engaged subscribers? You're sitting on a gold mine.
Here's how to tap it:
Start with 2 emails a week
Watch these numbers like a hawk:
Open rates (40%+ is money)
Click rates (0.5%+ and you're cooking)
Unsubscribe rates (keep it under 0.2%)
If those stats stay healthy, it's time to turn up the heat and watch your revenue climb.
The Million-Dollar Takeaway: Test Big, Win Bigger
Forget minor tweaks. Go for tests that move mountains, not molehills.
Your Profit-Boosting Action Step:
👉 Pick one bold test for your next email. Offers, timing, or subject lines – go big.
👉 Big tests = big data = big profits.
👉 How: Start easy: Test % off vs. free gift in your welcome flow.
Got questions? I'm all ears. Hit reply and let's talk strategy.
Here's to your next big win, Michael
Today’s Helpful Links
Reply to this email with any questions or content that you want covered in future newsletters.
Best,
Michael
PS - If you run an Ecom brand and want to have a 15 minute strategy session with me, book a call here »
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