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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 CategoryTest
SubjectLong vs short
SubjectSubject A vs subject B (text changes)
SubjectPersonalised vs non-personalised
Body contentLong vs short
Body contentContent A vs content B
Body contentPersonalised vs non-personalised
Body contentImages vs no images
Body contentWith links vs no links
Call to actionCall to action A vs call to action B
Call to actionRequest 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).