A/B testing

A/B testing, also known as split testing, compares two newsletters or variations of elements, such as newsletter content or subject lines. This approach allows for data-driven decision making, as it helps identify which campaign or variation (A or B) drives better performance.

In some forms of split testing, a test is run against a sample and the winner is sent to the rest of the audience (this is common with subject line tests); whereas in other types of tests, A and B are sent in a 50-50 split to the entire audience in order to glean insights for future campaigns (this is common when testing offers or calls-to-action).

It's important to remember that test results that to not achieve statistical significance should be considered inconclusive. If the audience size is too small or if A and B are too similar, it's likely the test champion is the byproduct of random chance.