Subject lines
Try two ways of introducing the same message. Compare a direct description with a different angle while keeping each subject accurate and relevant.
A/B testing for email marketingFind what your audience responds to.
Compare different versions of your campaign before sending to everyone. Test a subject line, a design or a send time, then use the response to choose your winning variant.
What would you like to improve?
Is a shorter subject line more effective? Does a different image encourage more clicks? A/B testing gives you a practical way to compare an idea with your current approach using a sample of your mailing list.
Choose the comparison that matters to your campaign. Keep other details consistent where you can, so the result is easier to interpret.
Prepare your variants and choose your audience
Select the campaigns and mailing lists for your test. With your variants in place, choose the test settings and the evaluation criterion that fits your goal.
For a content comparison, begin with a focused change: a different main image, a clearer button label or a revised introduction. If you change several things at once, you can compare the designs overall, but it becomes harder to know which individual change made the difference.
Use data segmentation to define the audience you want to reach, and keep its purpose in mind when creating the test.
Use the test response to choose your next send
Email Blaster sends the variants to test groups and records their performance. Once the test completes and a winning variant is identified, the winning send is automatically scheduled for the remainder of the mailing list.
Set your comparison
Choose what to vary and how you will evaluate the response. Plan the test sizes and timing before the test begins.
Review the breakdown
See the comparison criterion, test size, winning send and wait between sends alongside the response to each version.
Keep the learning
Use the result to inform this campaign and future ideas. A winner for one audience or occasion may perform differently another time.
Understand how people engaged with your campaign
Use campaign analytics to explore clicks, popular links and delivery alongside recorded opens. Look at the actions that support your campaign’s purpose, rather than treating every metric as the same kind of success.
Recorded opens are a signal, rather than proof that someone read your message. Small differences or small test groups may also give an uncertain result. Look for useful patterns across campaigns before making a lasting change.
Bring testing into your everyday email marketing
Create, compare and review campaigns in our UK email marketing software. Build a fresh draft with the AI email builder, add relevant details with smart personalisation and test a considered change before your next wider send.
A useful test does not need to be complicated. Start with one question you can act on, then use what you learn to make the next email better.
Put your next idea to the test
Explore A/B testing in Email Blaster, or speak to our UK team about getting started.