A/B Test Email
A/B testing compares two or more campaign variants before deciding which version should reach the remaining audience.
What to test
| Variable | Good use |
|---|---|
| Subject line | Improve opens. |
| Preview text | Clarify the promise before open. |
| Content block | Compare offers, message framing, or layout. |
| Call to action | Improve clicks. |
| Send time | Compare timing when send time is the hypothesis. |
Winner metrics
Pick the metric before launch. Open rate is useful for subject line tests. Click rate is better for offer, content, and CTA tests.