Email marketing glossary

What is A/B testing?

A/B testing compares two versions of an email, such as two subject lines, on part of your list to find which performs better before sending the winner.

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Definition of the term "A/B testing"

A/B testing is a valuable tool for marketers that can provide insights into customer behaviour. By creating two different versions of a marketing asset and sending them to a large pool of customers, marketers can see which version performs better. This allows them to fine-tune their marketing efforts and improve the overall effectiveness of their campaigns. A/B testing can be used to test any element of a marketing campaign, from the headline to the call-to-action, and its use can make a significant difference in the success of a marketing campaign.

Quick Tip About A/B testing

Create one test at a time.
Before conducting any testing, make no assumptions about your audience.
Test several factors, such as headlines, subject lines, calls to action, and image layout, but only test one at a time.