A/B Testing in Email Marketing

A/B testing in email marketing is a method used to compare two versions of an email to see which one performs better. In this process, a marketer creates two variations (A and B) that differ in one specific aspect, like the subject line or call-to-action button. A random group of recipients receives version A, while another group receives version B. By analyzing metrics like open rates and click-through rates, marketers can determine which version is more effective, enabling them to refine their strategies and improve overall engagement with their audience.