A/B testing in email marketing involves sending two variations of an email to small, randomly selected segments of the target audience to determine which version performs better. Variations can include different subject lines, content, visuals, or calls to action. This testing method enables marketers to make data-driven decisions that optimize email performance by measuring which elements resonate most with their audience. By comparing open rates, click-through rates, and conversions between versions, marketers can refine future campaigns to increase engagement and drive better results, all while gaining valuable insights into audience preferences.
