Best Practices for A/B Testing in Email Marketing
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Frequently Asked Questions
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What is A/B testing in email marketing?
A/B testing is the process of sending two variations of an email (subject line, design, or CTA) to a small portion of your audience to see which performs better before sending the winning version to the rest of your list.
What should I test in my email campaigns?
You can test subject lines, email copy, call-to-action buttons, images, design layouts, and even send times. Start with one element at a time to get clear results.
How big should my audience sample be for A/B testing?
A good rule of thumb is to test with at least 10–20% of your total list. This provides enough data for accurate results without risking the entire campaign on an unproven version.
How do I know if my A/B test results are valid?
Look at key metrics like open rates (for subject line tests) and click-through rates (for CTA or design tests). Use statistical significance tools to confirm the winning version is truly better, not just a random spike.
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