Email marketing remains one of the most effective tools in a digital marketer’s toolkit, but just sending emails isn’t enough. To truly maximise engagement and conversions, you need to test, tweak, and optimise. That’s where A/B testing (also known as split testing) comes in. Whether you’re looking to boost open rates, increase click-throughs or drive more sales, A/B testing gives you the data-backed insights to make smarter marketing decisions.
What is A/B testing?
A/B testing in email marketing involves sending two (or more) variations of an email to a small segment of your list to determine which performs better. Once a winner is declared, the best performing version is sent to the rest of your audience. This helps take the guesswork out of your email campaigns and gives you concrete data on what your audience responds to best.
What should you A/B test?
Here are some of the key elements worth testing in your email marketing campaigns:
Subject lines
Your subject line is your first impression and can make the difference between an open and a scroll-past. A/B test different styles, such as short vs. long, emoji vs. no emoji, question vs. statement. Even small tweaks can make a big difference in getting your emails noticed in crowded inboxes.
Sender name
People are more likely to open an email from someone they recognise or trust. Test using a brand name vs. a real person’s name (e.g. “Digital 24” vs. “Chloe from Digital 24”). This helps determine what builds credibility and familiarity with your audience.
Email copy
Tone, length, and structure all influence how your message is received. Try a casual vs. formal tone, or bullet points vs. paragraphs. Testing different versions of your copy helps you understand what drives engagement and conversions.
Call-to-action (CTA)
Your CTA is what drives action, so it’s crucial to get it right. Test placement (top vs. bottom), wording (“Shop Now” vs. “See What’s New”), and design (button vs. text link). A stronger CTA can significantly increase your click-through rate.
Design and layout
The visual presentation of your email can affect how recipients engage with your content. Test visual elements such as single column vs. multi-column, image-heavy vs. text-based or button vs. text links.
Timing and send days
Timing can affect open rates more than you think. Even the best email can flop if it lands in inboxes at the wrong time! Test different days of the week or times of day to find your audience’s sweet spot. This is especially important for global or diverse time zones.
Why A/B testing matters
A/B testing removes guesswork from your strategy. Instead of relying on assumptions, you use real data to drive decisions. This not only improves performance over time but also deepens your understanding of what your subscribers actually want, leading to stronger engagement, loyalty, and ROI.
How to run a successful A/B test
- Test one variable at a time. Otherwise, you won’t know which change made the difference.
- Use a large enough sample size to get statistically significant results.
- Set clear goals. Know whether you’re testing for open rate, click rate, or conversion rate.
- Give it time. Let your test run long enough to get meaningful data.
- Apply the learning. Use what works to inform future campaigns, and keep testing new ideas.
A/B testing isn’t about reinventing the wheel, it’s about making informed, incremental improvements that lead to better performance over time. With each test, you’re getting to know your audience a little better and refining your strategy for more impactful results.
At Digital 24, we love helping brands get more from their email marketing. If you’d like support with setting up, managing, or analysing your email campaigns, get in touch! We’re here to help you turn opens into action.
