A/B Testing

A/B testing is the process of testing two or more variations of email content to determine which has the most positive result.

An example of some tests:

Test Category	Test
Subject	Long vs short
Subject	Subject A vs subject B (text changes)
Subject	Personalised vs non-personalised
Body content	Long vs short
Body content	Content A vs content B
Body content	Personalised vs non-personalised
Body content	Images vs no images
Body content	With links vs no links
Call to action	Call to action A vs call to action B
Call to action	Request for sales/discovery call vs no request

You should always be testing variations of emails to find what works best (e.g. drives the most traffic to your website or meeting request).