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A/B Testing in Email: Definition, Benefits & Working Mechanism

Posted byadminon10 03 2021. 0 Comments

AB Testing

Through A/B Testing, one gets to see the iterations of the same content that manage to procure the most engagement from the target audience. This, in turn, helps in boosting one’s click-through and conversion rates. For a businessman, the importance of email marketing is not an oblivious factor. However, what concerns them most is how one can send more effective emails so that there is an increase in the number of subscribers who click your emails and engage with your content. To ease up the process, there exists the A/B testing of the concerned email campaigns.


What is A/B testing?

A/B testing or spilled testing defines the process of sending two versions of the same mail to the subscribers, with just one element of the mail being changed. You can evaluate which content body had the better impacts. Thus, to walk a step ahead in email marketing strategy, A/B testing should not be missed.

What are the benefits of A/B testing?

The advantages and benefits that accompany A/B testing outweigh the monotony that the process usually appears to be initially. It is a gateway for a sound email marketing strategy for it allows you to understand what goes well with your subscribers and what doesn’t.  A/B testing helps you find out the best subject lines, whether the subscribers prefer images or not, and what increases the click-through rate – button or hyperlink. Thus, in short, A/B testing tells you precisely what you should mail to your subscribers. It gives a vivid idea about where one can put the CTA to derive the most effective results, the time, and the day of a week when you will receive the most engagement. Most importantly, A/B testing allows you to be aware of the required length of the email and the type of content that should be incorporated.

The working mechanism of A/B testing

As noted above, A/B testing is about sending two variants of the same mail, with slight changes in one element. One needs to monitor the results and explore which mail has worked well with the subscribers. With pre-conceived detailed knowledge and information, the concerned person can carry out strategic email marketing successfully.


What should one A/B test in an email?














An email contains several variables, and thus many business owners find the A/B testing tedious and tiresome. Most times, they are unsure about what they can change and put to the test. Thus, we have listed down few elements which you can test.

Subject line

No one opens a mail until the subject line catches the attention of the reader! Thus, it is the subject matter that plays the most crucial role and deserves A/B testing the most. You can try out multiple variables to test for the subject line, such as adding the recipients’ names or experiment with the content length and the patterns to increase the open rates.

Sender Name

In many cases, a personal email id works wonders! Often readers avoid opening emails that come from some hard-hitting company id, while an email from some personal mail id increases the open rates exponentially. However, before you pull up your socks and start following this pattern, you should be sure that it will work in your favor or not. So, conduct A/B testing to check whether which kind of email ignites the reader’s interest – the one with a brand name as a sender or the other one having a personal name in the sender field.


You can send direct emails or HTML emails, with images loaded in them in varying shapes and sizes as per the subscriber’s preference. Images can bring both good and bad results, and you need to be pre-informed about what kind of images and templates your subscribers would appreciate.

First sentence

The first sentence reveals the crux of the email and sets a tone too. An appeasing opening sentence is essential to attract the reader’s attention and make them read the entire piece.


How to A/B test email virtually?

You need to go through just four steps to proceed with the A/B test of your email subscribers.

Pick up a variable

This largely depends on the metric you want to focus on to improve. For increasing the open rates, you can try experimenting with two subject lines or altering the sender’s name. Again, for improving the click-through rate, you can try finding out if a button works well or a hyperlink.

Create two variants of the same mail

You need to create two versions of the same mail, changing the variable, and then set up the A/B testing with the email service provider.

Choose the testing groups

You need to figure out the testing groups, depending upon the number of subscribers and the marketing purpose. You can test all the subscribers or divide them in half, sending each variant to either party.

Analyze the outcome

Wait and then analyze which variant worked well. Follow that pattern for your future marketing needs. It is essential to follow the concept of one-variable-at-a-time. This will help you find out which variable made the differences; otherwise, you will never know this if there are too many variables.

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