When it comes to cold email, A/B testing is crucial for optimizing your campaigns. But how much variance can you test? Let’s explore some key considerations to keep in mind.
1. Volume is Key
First and foremost, consider the volume of prospects you engage in each test. Ideally, you should target a minimum of 1,000 prospects for each angle you want to test. This number helps mitigate variance in your results.
Imagine you email the first 987 people and all say “no,” while the last four say “yes.”
While this is an extreme example, it illustrates the importance of a robust sample size.
Just like a clinical trial, a larger sample size provides a clearer picture of how your email will perform across a broader audience.
2. What You’re Testing Matters
Not all elements of your email are worth testing. Focus on significant changes that can impact your results, such as:
Different offers: Test varying offers to see which resonates more with your audience.
Calls to action (CTAs): Experiment with different CTAs, like using a video versus a lead magnet or setting up a one-call strategy.
Avoid wasting volume on trivial elements like subject lines or openers; those need to be consistent to gather meaningful data.
3. Optimize Your Email Sequence
Another consideration is the structure of your outreach sequence. Initially, you might think five steps are ideal, but many find that this can lead to annoyance rather than engagement. At ListKit, we’ve found success with a three-step sequence:
Initial pitch: This is a direct approach to present your offer.
Lower friction follow-up: This might include sending a video or referral to another team member, or simply asking if the prospect finds the offer relevant.
Final nudge: If necessary, a gentle reminder or a soft inquiry to gauge interest.
Most positive replies typically come from the first two emails in your sequence. Anyone claiming otherwise may not be familiar with cold emailing dynamics.
Conclusion
By focusing on adequate sample sizes, meaningful testing variables, and an optimized outreach sequence, you can significantly enhance the effectiveness of your cold email campaigns. Remember, variance testing is a powerful tool—use it wisely!
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