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Kelly Williams
Digital Marketing Manager
Asked a question 3 years ago

What is A/B testing in Email marketing?

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Kelly Williams
Digital Marketing Manager

The concept of A/B testing is simple; testing multiple things and figuring out what works best. It is a popular phenomenon for all products and services, including email marketing.

With A/B tests, you can test multiple variations of the same mail for the same audience and see which one performs better. This helps in understanding what works best for the users instead of relying solely on intuition.

There are several things you can A/B test for an email campaign, they include:

  • Subject lines
  • From names
  • Content inside the email
  • Style/Copy of the CTAs

A/B tests can be done for multiple variations by keeping the traffic proportion same. Given ample time, either the variations would perform better, worse or simply be neutral. The email marketer here can make a decision based on the results of the experiment.

Various popular email marketing tools allow the creation of A/B tests that would help in increasing open rates, conversions, CTRs, or any other metric that matters. 

An example of an A/B test: In the same time frame, 50% of the audience receives a text-only email and 50% receive an email with images, with the communication for both staying the same. This might help in understanding which format works better and to what extent.

A/B tests are a great way to improve the KPIs associated with email marketing.

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