A/B Testing
August 22, 2018
An Email Marketing Glossary Entry

What is A/B testing?

In email marketing, A/B testing refers to a technique that divides a mailing list in order to assess and optimize the content for conversion purposes. The campaign serves each part of the split list with different content, or version thereof. By measuring key metrics and conversion rates for each group of recipient, the authors can determine which variation performs better.

How to do A/B testing?

A/B testing can be misleading. Misinterpretations can lead to outcomes that are far worse than decisions based on common sense or experience. A/B testing is a scientific process: it has a lot more to do with mathematics and statistics than it does with designing emails and writing content. Read Alex Birkett's excellent overview here.

How to measure A/B testing metrics?

While A/B testing is relatively easy, measuring the results and identifying the metrics that are statistically significant can be a challenging. Before you decide to run everything through A/B testing, read this seminal critic by Peep Laja.


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