Tips & Tricks

Types of Email Testing

A/B testing an email campaign allow marketers to be more efficient with their marketing campaigns. With A/B testing marketers can test the effectiveness of their campaign on a small sample group of their audience. The email that performs better can then be sent out to all of your subscribers, customers and future prospects. Testing gives marketers a better understanding of their audience and how they react to certain pieces of content.

1. A/B Testing – compares 2 versions of a single variable to identify the version that yields the most opens, clicks, and/or conversions. Also known as split testing.

2. Multivariate Testing – compares more than 2 versions of an email with multiple differences within the context of the email to identify combinations of variables that yield the most opens, clicks, and/or conversions. Also known as MV or 1024 Variation testing.

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