A/B Test (Split Test)

An A/B test is a controlled experiment in which two or more versions of an email (e.g., subject line, content, layout, call to action, or send time) are sent to statistically comparable subsets of a list to determine which variant performs better against a defined objective. Once a winner is identified, that version is either rolled out to the remaining audience or used to inform future automated flows and templates.

Primary objectives: Improve open rates, click-through rates, conversions, and downstream revenue.
Typical variables: Subject lines, preview text, from-name, creative, offer structure, email length, send time/day, and audience segment.
Key consideration: Tests should be run with sufficient sample size and a single primary variable whenever possible, to ensure results are statistically meaningful and actionable.

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