A/B testing for email is a method of comparing two or more versions of an email to determine which performs better based on metrics such as open rates, click-through rates, and conversions.
A/B testing, also called split testing, involves sending different variations of an email to small segments of your audience to measure which version yields the best results. Common elements tested include subject lines, calls to action (CTAs), images, personalization tokens, and send times.
Once the winning version is identified, it is sent to the remaining audience to maximize campaign performance. This process helps marketers make data-driven decisions rather than relying on guesswork.
The process includes:
A/B testing is essential because it:
Without A/B testing, marketers risk running ineffective campaigns and missing opportunities for optimization.
A/B testing for email is widely used in:
Example scenario: An e-commerce company tests two subject lines (e.g., “Limited-Time Offer” vs. “Exclusive Deal for You”) and finds the second variation achieves a 20% higher open rate.
Focus on one variable at a time, such as subject lines, CTAs, images, or send times. This ensures clear insights into what drives performance.
Typically, 10–20% of your total audience is sufficient for statistical significance. Make sure the list is validated with Listmint to avoid skewed results from invalid emails.
Most tests run for 24–48 hours to gather enough data before sending the winning version to the remaining audience. Timeframes can vary based on list size and engagement patterns.
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