A/B testing compares two versions of a campaign element to see which performs better with a similar audience.
Keep the comparison fair
- Choose one variable: the opening, offer, subject or CTA.
- Keep the audience, sending setup and other elements consistent.
- Split comparable contacts between the versions.
- Run long enough to collect useful results before choosing a winner.
Use genuine replies, positive interest and qualified conversations as the main outcomes. Do not choose a winner solely from open tracking or a handful of early replies.
Preview every version before launch. Changing several elements at once makes it difficult to know what caused the difference. A test that wins with one audience may not win with another.
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