A/B testing (split testing) compares two versions of an email to see which performs better, helping you make data-driven decisions.
What You Can Test
View Testable Elements
Subject Lines: Length, personalisation, emojis, urgency
Preview Text: What appears after the subject line
Send Time: Day of week, time of day
From Name: Brand name vs personal name
Content: Layout, copy, images, CTA placement
CTA: Button colour, text, size
How It Works
- Create two versions with one variable changed
- Send each version to a small percentage of your list
- Measure results (opens, clicks, conversions)
- Send winning version to remaining subscribers
Best Practices
- Test only one variable at a time
- Use a statistically significant sample size
- Let tests run long enough for meaningful data
- Document and apply learnings
We run continuous A/B tests to incrementally improve your email performance over time.