Should you split test or AB test marketing & sales emails? [Video]

A/B testing – or split testing – email marketing is one of the few practices marketers employ to improve the performance of their email campaigns. How to split test your emails to improve the response rates of your email marketing strategy.

Understanding and utilising concepts like multivariate testing and conversion rates can significantly uplift your campaign’s success.

This article explores the nuances of email optimisation through A/B and split testing, emphasising statistical significance and the role of testing tools in refining your marketing strategies.

Understanding the basics: A/B and multivariate testing

Before diving into the intricacies of email optimisation, it’s crucial to differentiate between A/B testing (also known as split testing) and multivariate testing.

A/B split testing involves comparing two versions of an email – the original version and a variant, to gauge which one performs better in terms of conversion rates.

Multivariate testing, on the other hand, takes this a notch higher by examining how multiple …