Email A/B testing is a powerful email marketing tactic for marketing teams that want to nurture an email optimization and testing culture and achieve better email campaign results and ROI through testing.
Running an email A/B test means splitting a portion of your mailing list into two (or more), then sending your email campaign with only one difference between the two emails (e.g. two different subject lines). Whichever email performs better tells you something, such as: a shorter subject line performs better than a longer one. Through email A/B testing you can gather enough email campaign data to truly understand what works for your email subscribers and, as a result, you can adopt what you've learned into your next email campaigns.
You can pretty much run an email A/B test on any content and design component in your email campaigns, such as:
Keep in mind that for your email A/B test to be statistically accurate you should: 1) Only test one variable at a time and 2) have a large enough test mailing list (for stats geeks out there it's called the significance level of your data).
Email A/B testing may seem a simple concept, but finding the right email A/B testing tool can be a challenge. The MailUp platform has its own built-in email A/B testing tool that allows you to:
Looking to learn more about how email A/B testing works?
Download our free white paper on email A/B testing,