email-marketing
What is A/B Testing?
Sending two slightly different versions of an email (or page, or ad) to separate audience segments to determine which version performs better.
In plain English
A/B testing removes guesswork from marketing decisions. Instead of debating which subject line is better, you test both: half your list gets version A, half gets version B, and after a few hours the winner is automatically sent to the remainder of your list. Over time, consistent A/B testing compounds into significant performance improvements. Common things to test in email include subject lines, sender names, send times, call-to-action copy, and email length.