A/B testing is not a “one and done” step, nor should it be considered a chore. The foundation of strong marketing rests upon constant testing and iteration. Maybe your first A/B test taught you that your audience prefers shorter subject lines. Great: Next time, use shorter subject lines and test personalization or a different design feature.
Keep testing, because tastes change. Audiences can quickly get used to seeing a certain type of subject line that is popular at the moment, such as those using emojis, and may start ignoring them.
Every time you communicate with your audience you have an opportunity to test, tweak, and improve your messaging. The more you improve your communication, the more your message will resonate, and the more your customers will reward you with their clicks and their loyalty.
Great emails don’t just happen. They are built upon experience and data, not gut instinct. A/B testing your subject lines is one of the best tools in the marketer’s playbook, because it will help you gain a better understanding of your audience, one email campaign at a time. Don’t forget, too, that while this article is only focused on email subject line split testing, you should split test everything you can, including your email teaser, header, images, content, design, call to action, and more. Have fun geeking out on all the data and analytics that will help your conversion rate and bottom line.