Email Testing Best Practice : Copy and Text Tests

Changing more than one factor or component of your email may result in confusion. As with all tests, make sure you are doing a pure A/B split of your list and don't try to change more than one factor at a time. If you are testing emails for "command" headlines against funny headlines, then make sure that the headline font, size, and placement is the same for both. Be sure that what you're testing is isolated. One factor means only one, rest all the attributes needs to be similar, then only an A/B test will give you clear results.

Make sure that the same person creates the copy for both versions of your test. Small differences in the tone or style of a specific writer can account for test variations that may not be true to your initial goal.

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