A/B Testing: What You Should Be Testing in Your Campaigns

A/B Testing: What You Should Be Testing in Your Campaigns

If you’re not A/B testing your campaigns, you’re leaving valuable insights and conversions on the table.

A/B testing (or split testing) is one of the most effective ways to optimize your email marketing. It’s not about guessing what works, it’s about knowing.

In this post, we’ll cover:

• What A/B testing is (and isn’t)

• Why it matters for email marketing

• The most important elements to test

• Best practices for getting reliable results

Let’s dive into how to make your emails smarter, not just prettier.

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📬 What Is A/B Testing in Email Marketing?

A/B testing is when you send two (or more) versions of an email to a sample of your audience to see which one performs better.

Typically, you test one variable at a time — like a subject line or CTA — and then send the winning version to the rest of your list.

Example:

• Version A: Subject line = “Your free guide is inside”

• Version B: Subject line = “Unlock your exclusive email strategy guide”
  Whichever version gets more opens wins.

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💡 Why Should You A/B Test Your Emails?

• 📈 Improve open and click-through rates

• 💬 Learn what your audience responds to

• 🎯 Reduce guesswork in future campaigns

• 💰 Increase ROI over time

• ⏱ Save time by investing in what works

Every test brings you closer to sending emails your audience actually wants.

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🔍 What You Should Be A/B Testing

Not sure what to test? Here are the highest-impact elements:

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1. Subject Lines

This is often the first — and only — thing subscribers see.

Test for:

• Length (short vs. long)

• Tone (casual vs. formal)

• Personalization (“Hey John” vs. generic)

• Curiosity vs. clarity

Goal: Increase open rates

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2. Preheader Text

That little line of preview text can do a lot of heavy lifting.

Test for:

• Supporting vs. repeating the subject line

• Using emojis or not

• Adding urgency or teasing content

Goal: Increase open rates

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3. Email Design/Layout

How your email looks can affect how people engage.

Test:

• Single-column vs. multi-column

• Button color or size

• Image placement

• Responsive/mobile layout

Goal: Improve readability and clicks

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4. Call-to-Action (CTA)

Your CTA is the “what now?” of your email.

Test:

• Button vs. text link

• Different button copy (“Shop Now” vs. “Grab Yours”)

• CTA placement (top, middle, or bottom)

• Number of CTAs (1 vs. multiple)

Goal: Increase click-through rates

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5. Send Times and Days

Timing can have a big impact on engagement.

Test:

• Morning vs. afternoon

• Weekday vs. weekend

• Same day across time zones

Goal: Find your list’s “sweet spot” for open rates

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6. Personalization Elements

Go beyond first name. Test:

• Personalized product recommendations

• Dynamic content by location or behavior

• Custom offers based on past activity

Goal: Increase relevance and conversions

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7. Content Length & Format

Does your audience prefer quick bites or long-form content?

Test:

• Short vs. detailed copy

• Plain text vs. HTML email

• Bulleted lists vs. paragraphs

Goal: Improve engagement and time spent reading

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🧠 A/B Testing Best Practices

✅ Test One Variable at a Time

Don’t change everything at once — you won’t know what made the difference.

✅ Segment Your Audience

Use a portion of your list for testing (usually 10-30%). Then send the winner to the rest.

✅ Set Clear Goals

Are you testing for opens, clicks, conversions, or replies? Know what success looks like before you start.

✅ Let It Run Long Enough

Don’t rush. Give your test 24–72 hours (depending on your audience size) to gather enough data.

✅ Trust the Data

Even if the winning version isn’t your favorite, the numbers don’t lie.

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🧪 Real-World A/B Test Ideas

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🏁 Final Thoughts: Test, Learn, Repeat

The best email marketers aren’t just creative — they’re curious. A/B testing helps you move from “I think this will work” to “I know this works.”

And remember: what worked yesterday may not work tomorrow. Keep testing. Keep learning. Keep optimizing.