{"id":8101,"date":"2020-05-21T09:20:35","date_gmt":"2020-05-21T07:20:35","guid":{"rendered":"https:\/\/woodpecker.co\/blog\/?p=8101"},"modified":"2025-01-21T10:24:49","modified_gmt":"2025-01-21T09:24:49","slug":"step-by-step-guide-to-a-b-testing-cold-emails-and-follow-ups","status":"publish","type":"post","link":"https:\/\/woodpecker.co\/blog\/step-by-step-guide-to-a-b-testing-cold-emails-and-follow-ups\/","title":{"rendered":"Step-by-step Guide to A\/B Testing Cold Emails and Follow-ups in Woodpecker"},"content":{"rendered":"

Cold emailing<\/span> requires some experimentation and learning by trial and error to get it right, trying out different subject lines or various versions of email<\/span> copy to see what\u2019s working and what\u2019s not. And there\u2019s no better way to find that out than by A\/B testing.<\/p>\n

Today I have a pleasure to introduce you to A\/B tests in Woodpecker<\/span>, a new feature we\u2019ve just rolled out. First, let\u2019s have a closer look at what elements of your cold email<\/span> you should test to improve your open and reply rates. And then I\u2019ll show you how to carry out an A\/B test step by step based on an example.<\/p>\n

Here we go.<\/p>\n

What is A\/B testing about?<\/h2>\n

If you\u2019re new to sales<\/span> and marketing, you might not have heard about A\/B tests (or split tests as they are also called). So let me give you a brief overview of what\u2019s the main idea behind it.<\/p>\n

To carry out an A\/B test your prospect base should be divided into at least two identical subgroups. You can also make it three or four subgroups depending on how many versions you want to test. Each group should consist of the same number of prospects who share similar characteristics, for example, all of them are CEOs of rising startups.<\/p>\n

Another important principle of A\/B testing is to change one thing at a time. The reason for that is simple: only this way you\u2019ll find out what made the difference. So for example, experiment only with the subject line and leave the rest of the email<\/span> intact. Or add some tweaks only to the value proposition without touching anything else.<\/p>\n

Here\u2019s more about how A\/B testing should look like:
\nA\/B Testing in Cold Email: How to Optimize Our Copy to Get More Replies? <\/a><\/p>\n

What elements of my cold email campaign should I A\/B test?<\/h2>\n

The answer depends on what result you want to achieve: whether your goal is to improve the open rate or have more prospects respond positively to your message.<\/p>\n

I want to increase my open rate<\/h3>\n

If you\u2019d like more recipients to open your email<\/span>, then you should start by testing different subject lines. The subject line is what makes people decide whether your email<\/span> is worth their time or not. Sometimes adding just a small tweak, like personalizing it, turns out to be a game-changer.<\/p>\n

Another part that catches your addressee\u2019s eye when they browse through their mailbox is your email<\/span>\u2019s intro. Most email<\/span> clients display the first sentence of the message right under the subject line. It gives recipients a sneak-peek of what they\u2019ll find inside.<\/p>\n

I want to get more positive replies<\/h3>\n

Your prospects open emails<\/span> from you, but you don\u2019t hear back from them? Perhaps the content of your email<\/span> didn\u2019t hit the right chord. Maybe the subject line caught your prospects\u2019 attention, but then your email<\/span> was all about you and your company. Or the value proposition was too generic and didn\u2019t appeal to this particular prospect segment. Or there was no clear CTA, so your prospects didn\u2019t really know what you wanted from them.<\/p>\n

The only way to find out what stops people from replying is to test different versions of your email<\/span> copy and compare the results to spot the winner.<\/p>\n

Here\u2019s more about what to A\/B test if your open, reply or interest rate could use a boost:
\nMy Open, Reply or Interest Cold Email Metrics are Low, What Can I A\/B Test? >><\/a><\/p>\n

Also, check:
\nCold Email Benchmarks by Campaign Size and Industry: What Makes Cold Emails Effective in 2020? >><\/a><\/p>\n

Now that you\u2019ve determined what to focus on in your A\/B tests, let\u2019s move to the practical part.<\/p>\n

How to carry out an A\/B test in Woodpecker?<\/h2>\n

So let\u2019s assume that it\u2019s the subject line you want to A\/B test. You have a hypothesis that the original one – \u201cQuick question\u201d – is the cause of a below-average open rate of your last campaign. You decided to test a different approach and try a subject line that relates more to your prospect\u2019s needs<\/a>, something like \u201cIs your lead gen process efficient?\u201d. Let\u2019s see how you can carry out an A\/B test in Woodpecker<\/span> to see which version will turn out to be a more effective one.<\/p>\n

First, log in to your Woodpecker account and create a new campaign. If you don\u2019t have an account yet, sign up for a free 14-day trial:<\/p>\n

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