What is A/B testing?

What is A/B testing?

Katrine Andersen & Ewa Seiler - October 27, 2017

A/B testing for email marketing is a technique that consists of comparing two versions of the same email – where one element is significantly different in the two emails – and then using the results of that test to determine a winner.

 

E-mail A/B testing

 

Often times we will see brands that seem to be testing just for the sake of testing without developing an overall strategy or direction for their tests. In order to get the most out of your A/B testing, it is important to not just use A/B testing sporadically, but to create a structured strategy around the tests that you perform. This will give you a much deeper insight into your target group and help deliver the best results possible.