Email marketing terms

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Email A/B Testing

What is A/B testing in email marketing?

Email A/B testing is a strategy used to compare two versions of one email element, ultimately using data to pinpoint the best-performing version. This tactic is used by marketers looking to find the most effective version of their email.

To conduct an email A/B test, two versions of one email are sent to a small portion of subscribers to determine the better performing version. From there, the remaining subscribers are sent the winning email. For a full tutorial, check out the A/B testing guide here.

Why should you A/B test your emails?

You can test any number of email elements, like CTAs, images, and subject lines, to learn which elements perform best. Marketers often test subject lines, so they can use the version that garners the most opens. Successful subject line tests can increase open rates, which can lead to greater engagement and conversions. 


In “Subject line 1”, you used a personalization tactic, like including the subscriber’s first name.
In “Subject line 2”, you used an information gap to build a sense of curiosity.

To conduct the email A/B test, the two versions would be sent to only a portion of subscribers to determine which version was more effective. From there, the remaining subscribers would be sent the winning version.

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