{"id":827,"date":"2021-06-23T11:01:01","date_gmt":"2021-06-23T10:01:01","guid":{"rendered":"https:\/\/woodpecker.co\/blog\/?p=827"},"modified":"2025-03-21T16:00:30","modified_gmt":"2025-03-21T15:00:30","slug":"ab-testing-in-cold-email","status":"publish","type":"post","link":"https:\/\/woodpecker.co\/blog\/ab-testing-in-cold-email\/","title":{"rendered":"A\/B Testing in Cold Email: How to Optimize Our Copy to Get More Replies?"},"content":{"rendered":"<p>At Woodpecker we know that split tests, or A\/B tests, are a well-known method for website\u2019s or newsletter\u2019s copy optimization. But <a href=\"https:\/\/woodpecker.co\/blog\/how-to-write-a-cold-email-that-actually-works-six-step-tutorial\/\">cold email<\/a> copy also needs constant changes if it is to bring optimal effects. Here\u2019s a little about split testing in cold email: which parts of our email can be tested, how can we test most effectively, what tools can we\u00a0use for convenient comparison of results?<\/p>\n<p>\n\n<aside \n    class=\"tip-block tip-block--yellow\" \n    \n>\n    <div class=\"tip-block__content\">\n        <p>This article explains how to handle split testing in cold email in general, and <a href=\"https:\/\/woodpecker.co\/blog\/step-by-step-guide-to-a-b-testing-cold-emails-and-follow-ups\/\" target=\"_blank\" rel=\"noopener\">here<\/a> are the instructions on how to carry out A\/B tests of your cold email copy in Woodpecker.<\/p>\n\n    <\/div>\n<\/aside><\/p>\n<h2>A\/B Testing: a nutshell revision<\/h2>\n<p>I bet everyone knows the idea of A\/B testing, but just in case, here\u2019s how it looks like:<\/p>\n<ol>\n<li>We take our copy and graphic elements on our website.<\/li>\n<li>We choose one element or a piece of copy and prepare two alternate versions: A and B.<\/li>\n<li>We split our group of recipients into halves.<\/li>\n<li>We show or send the A version to one half of our target group, and the B version to the other half.<\/li>\n<li>We compare the effects and look for significant differences.<\/li>\n<li>On the basis of the results, we keep the version that worked better.<\/li>\n<\/ol>\n<h2>What parts of our\u00a0email can we split test?<\/h2>\n<p>Do you recall the <a title=\"How to Write a Cold Email that Actually Works: Six-Step Tutorial\" href=\"https:\/\/woodpecker.co\/blog\/cold-email\/how-to-write-a-cold-email-that-actually-works-six-step-tutorial\/\" target=\"_blank\" rel=\"noopener noreferrer\">6-step tutorial to an effective cold email<\/a> I published here some time ago? It involves six elements crucial elements of cold email:<\/p>\n<ul>\n<li><a title=\"What Should Be the \u2018\u2019From\u201d Line of My Cold Email?\" href=\"https:\/\/woodpecker.co\/blog\/cold-email\/what-should-be-the-from-line-of-my-cold-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">From line<\/a><\/li>\n<li><a title=\"What Subject Line Will Make My Addressees Open My Cold Email?\" href=\"https:\/\/woodpecker.co\/blog\/cold-email\/what-subject-line-will-make-my-addresses-open-my-cold-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">Subject line<\/a><\/li>\n<li><a title=\"Cold Email Intro, or How Should I Start My Message?\" href=\"https:\/\/woodpecker.co\/blog\/cold-email\/how-should-i-start-my-cold-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">Introduction<\/a><\/li>\n<li><a title=\"Value Proposition \u2013 How to Tell My Addressee What I Want from Them?\" href=\"https:\/\/woodpecker.co\/blog\/cold-email\/value-proposition-how-to-tell-my-addressee-what-i-want-from-them\/\" target=\"_blank\" rel=\"noopener noreferrer\">Value proposition\/pitch<\/a><\/li>\n<li><a title=\"Perfect CTA, or How to End Up My Cold Email?\" href=\"https:\/\/woodpecker.co\/blog\/cold-email\/perfect-cta-or-how-to-end-up-my-cold-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">CTA (Call to action)<\/a><\/li>\n<li><a title=\"A Little Big Thing \u2013 What Do I Put in My Email Signature?\" href=\"https:\/\/woodpecker.co\/blog\/cold-email\/a-little-big-thing-what-do-i-put-in-my-email-signature\/\" target=\"_blank\" rel=\"noopener noreferrer\">Signature<\/a><\/li>\n<\/ul>\n<p>Well, we can test each of them.<\/p>\n<p><strong>IMPORTANT:<\/strong> remember to test each element separately.<\/p>\n<p>For instance, if we\u00a0want to check the effectiveness of different subject lines, we make changes only to that part, and we keep all the other elements intact. Otherwise, we\u00a0would not be able to tell which alteration actually affected the recipients \u2013 and\u00a0in such a case is more of guessing than A\/B testing.<br \/>\n\n<aside class=\"cta-block cta-block--a-version js-cta-block ab-no-10-cta-block ab-no-11-cta-block\">\n  <p class=\"cta-block__heading u-heading-preset-md-600\">Optimize cold emails<br \/>\nthe easy way<\/p>\n  <div class=\"cta-block__form-container\">\n    <form class=\"js-cta-block-form\" action=\"https:\/\/woodpecker.co\/signup\/\" class=\"cta-block__button-only-form js-cta-block-no-input-form\">\n      \n\n\n\n\n\n\n\n\n<button class=\"c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\nTry Woodpecker\n<\/button>    <\/form>\n    \n    <form class=\"c-input-button-form js-cta-block-form cta-block__form\" action=\"https:\/\/woodpecker.co\/signup\/\" method=\"POST\" novalidate>\n        \n  <div class=\"c-form-field js-form-field  c-input-button-form__form-field\">\n    \n    <label class=\"c-label c-form-field__label\" for=\"cta-block-form-email-1962776091\">Work email<\/label>\n\n                    \n  <input class=\"c-input  js-input c-input-button-form__input\" placeholder=\"will@woodpecker.co\" name=\"email\" id=\"cta-block-form-email-1962776091\" type=\"email\" \/>\n            \n    <span class=\"c-form-field__error js-error\">\n                                      Invalid email format\n        \n\n                <\/span>\n  <\/div>\n\n        <div class=\"c-input-button-form__button\">\n          \n\n\n\n\n\n\n\n\n<button class=\"cta-block__button c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\n                Try Woodpecker\n        \n\n<\/button>        <\/div>\n\n            <\/form>\n  <\/div>\n<\/aside><\/p>\n<h2>How to carry out A\/B tests in cold email?<\/h2>\n<p>As we have our group of prospects specified and our contact base is ready, we split the contact base into halves. We should keep the two groups as homogeneous as possible \u2013 this means as similar to each other as possible in terms of quantity and quality.<\/p>\n<p>So for instance, if we have a group of web designers and a group of mobile app developers\u00a0\u2013 these are not homogeneous groups.\u00a0<\/p>\n<img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-4560 size-full\" src=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2015\/08\/non-homogeneus-groups-1.png\" alt=\"ab testing non-homogeneus groups illustration\" width=\"650\" height=\"250\" srcset=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2015\/08\/non-homogeneus-groups-1.png 650w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2015\/08\/non-homogeneus-groups-1-300x115.png 300w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/>\n<p>To perform a split test in such two groups, it\u2019s necessary to divide each of them into halves \u2013 those halves will be homogeneous groups.<\/p>\n<img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-4559 size-full\" src=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2015\/08\/homogeneus-groups-1.png\" alt=\"\" width=\"650\" height=\"450\" srcset=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2015\/08\/homogeneus-groups-1.png 650w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2015\/08\/homogeneus-groups-1-300x208.png 300w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/>\n<p>It\u2019s crucial because we want to exclude all the factors other than the change in our copy that may influence our results. The type of recipient is a variable that matters here.<\/p>\n<h3>EXAMPLE<\/h3>\n<p>So let\u2019s say we are a company that offers development services to drive web and <a href=\"https:\/\/lancaric.me\/strategies-ua-mobile-games\/\">mobile app acquisition strategies<\/a>. We want to start working with freelance designers who prepare the graphic designs themselves and outsource the coding part to developers with the necessary skills and tools (e.g., <a href=\"https:\/\/bugbug.io\/blog\/software-testing\/codeless-automation-testing-tools\/\">automation testing tools<\/a>). Say we have a base of 200 web designers. We want to reach out to them and split test our subject line. Here\u2019s what we do:<\/p>\n<ul>\n<li>We divide our group into two groups of 100.<\/li>\n<li>We prepare our cold email copy with two versions of the subject line. It\u2019s important to prepare it as a whole so that the two different subject lines match the same copy of our body message. Say we\u2019ve got:<\/li>\n<\/ul>\n<p>Subject line <strong>Version A<\/strong>: <em>Tired of cutting web designs on your own?<\/em><br \/>\nSubject line <strong>Version B<\/strong>: <em>Your projects on Behance &amp; a question<\/em><\/p>\n<ul>\n<li>What we do next\u00a0is to send the emails including Version A of the subject line to the first 100 of prospects, and we send the emails including Version B of the subject line to the second 100 of prospects.<\/li>\n<li>We compare the open rates and, most importantly, the reply rates. Whichever brought better results is the subject line to keep.<\/li>\n<\/ul>\n<p>\n<aside class=\"cta-block cta-block--a-version js-cta-block ab-no-10-cta-block ab-no-11-cta-block\">\n  <p class=\"cta-block__heading u-heading-preset-md-600\">Get cold emails right with Woodpecker<\/p>\n  <div class=\"cta-block__form-container\">\n    <form class=\"js-cta-block-form\" action=\"https:\/\/woodpecker.co\/signup\/\" class=\"cta-block__button-only-form js-cta-block-no-input-form\">\n      \n\n\n\n\n\n\n\n\n<button class=\"c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\nTry Woodpecker\n<\/button>    <\/form>\n    \n    <form class=\"c-input-button-form js-cta-block-form cta-block__form\" action=\"https:\/\/woodpecker.co\/signup\/\" method=\"POST\" novalidate>\n        \n  <div class=\"c-form-field js-form-field  c-input-button-form__form-field\">\n    \n    <label class=\"c-label c-form-field__label\" for=\"cta-block-form-email-1968573293\">Work email<\/label>\n\n                    \n  <input class=\"c-input  js-input c-input-button-form__input\" placeholder=\"will@woodpecker.co\" name=\"email\" id=\"cta-block-form-email-1968573293\" type=\"email\" \/>\n            \n    <span class=\"c-form-field__error js-error\">\n                                      Invalid email format\n        \n\n                <\/span>\n  <\/div>\n\n        <div class=\"c-input-button-form__button\">\n          \n\n\n\n\n\n\n\n\n<button class=\"cta-block__button c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\n                Try Woodpecker\n        \n\n<\/button>        <\/div>\n\n            <\/form>\n  <\/div>\n<\/aside><\/p>\n<h2>What if the results are still not what we want in terms of effectiveness?<\/h2>\n<p>We have two ways out of such a situation:<\/p>\n<p>a) We keep testing the same element; e.g. the subject line.<br \/>\nb) We switch to split testing another part of our email.<\/p>\n<p>It\u2019s difficult to say which part of our email has the most significant influence on our addressees. Usually, it\u2019s\u00a0a combination of several elements. That\u2019s why A\/B testing is so important.<\/p>\n<p>In my example, I used the case of testing the subject line. But really, each of the six elements in cold email may influence the effectiveness of our outreach. At 52Challenges, our previous project, we observed that the From line and the email address we were sending our emails from affected the reply rates.<\/p>\n<p>Emails sent from <em>hello@52challenges.com<\/em> with the from line <em>Matt from 52Challenges<\/em> brought fewer replies than those sent from <em>cathy@52challenges.com<\/em> as <em>Cathy Patalas<\/em>. It\u2019s not a universal rule, though. It all depends on our specific group of addressees.<\/p>\n<h2>How to compare the results quickly?<\/h2>\n<p>If you send your emails manually, comparing the open rates will be hardly possible. Comparing the reply rates will be possible, yet it will require laborious tracking the replies and counting.<\/p>\n<p>We found a way for that in Woodpecker. The\u00a0following post\u00a0is a step-by-step tutorial on <a href=\"https:\/\/woodpecker.co\/blog\/step-by-step-guide-to-a-b-testing-cold-emails-and-follow-ups\/\" target=\"_blank\" rel=\"noopener noreferrer\">how to do that using our tool<\/a>.<\/p>\n<h2>What\u2019s in it for you?<\/h2>\n<p>I can only imagine that now you\u2019re counting the hours you\u2019d spend on improving your email copy one element after another. You probably think that you\u2019d rather throw an email together, hit send and just see what happens.<\/p>\n<p>Well, that\u2019s always a start (just make sure your email is good, anyway). But if the first version doesn\u2019t work the way you\u2019d want it to, A\/B testing is a good way to find out which part of your message does or does not do the job you planned for it.<\/p>\n<p>So, as I always say: don\u2019t be lazy! The work you put into the process will pay off in the long run as soon as you see more and more prospects reply your cold emails and get interested in your offer.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Split tests, or A\/B tests, are a well-known method for website\u2019s or newsletter\u2019s copy optimization. But cold email copy also needs constant changes if it is to bring optimal effects. Here\u2019s a little about split testing in cold email: which parts of our email can be tested, how can we test most effectively, what tools can we\u00a0use for convenient comparison of results?<\/p>\n","protected":false},"author":17,"featured_media":4556,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[9],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.11 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A\/B Testing in Cold Email - Woodpecker.co Blog<\/title>\n<meta name=\"description\" content=\"Cold email copy needs constant changes, if it is to bring optimal effects. Here&#039;s how we can get more replies thanks to A\/B testing of our email copy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/woodpecker.co\/blog\/ab-testing-in-cold-email\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A\/B Testing in Cold Email - Woodpecker.co Blog\" \/>\n<meta property=\"og:description\" content=\"Cold email copy needs constant changes, if it is to bring optimal effects. Here&#039;s how we can get more replies thanks to A\/B testing of our email copy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/woodpecker.co\/blog\/ab-testing-in-cold-email\/\" \/>\n<meta property=\"og:site_name\" content=\"Woodpecker Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/business.facebook.com\/woodpeckerapp\" \/>\n<meta property=\"article:published_time\" content=\"2021-06-23T10:01:01+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-21T15:00:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2015\/08\/13-08-2015-AB_Tests_in_Cold_Email.png\" \/>\n\t<meta property=\"og:image:width\" content=\"696\" \/>\n\t<meta property=\"og:image:height\" content=\"421\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Margaret Sikora\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@woodpeckerapp\" \/>\n<meta name=\"twitter:site\" content=\"@woodpeckerapp\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/woodpecker.co\/blog\/ab-testing-in-cold-email\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/ab-testing-in-cold-email\/\"},\"author\":{\"name\":\"Margaret Sikora\",\"@id\":\"https:\/\/woodpecker.co\/blog\/#\/schema\/person\/dbd5fae1eeb41a0caf2e2c7bda48059f\"},\"headline\":\"A\/B Testing in Cold Email: How to Optimize Our Copy to Get More Replies?\",\"datePublished\":\"2021-06-23T10:01:01+00:00\",\"dateModified\":\"2025-03-21T15:00:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/ab-testing-in-cold-email\/\"},\"wordCount\":1089,\"commentCount\":1,\"publisher\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/#organization\"},\"articleSection\":[\"Cold email advanced\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/woodpecker.co\/blog\/ab-testing-in-cold-email\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/woodpecker.co\/blog\/ab-testing-in-cold-email\/\",\"url\":\"https:\/\/woodpecker.co\/blog\/ab-testing-in-cold-email\/\",\"name\":\"A\/B Testing in Cold Email - Woodpecker.co Blog\",\"isPartOf\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/#website\"},\"datePublished\":\"2021-06-23T10:01:01+00:00\",\"dateModified\":\"2025-03-21T15:00:30+00:00\",\"description\":\"Cold email copy needs constant changes, if it is to bring optimal effects. 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