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A/B Split Test
Also known as: Split Test, Test
An A/B split test is when you send two versions of an email to different groups to see which one gets better results. You change one thing at a time and then pick the version that performs best.
An A/B split test compares two versions of the same email. You show version A to one group and version B to another group. The emails are mostly the same except for one change like the subject line, call to action, or layout. You then compare how each version performs.
A/B tests help you stop guessing about your email decisions. Instead of relying on opinion, you use data from real subscribers. Small gains in opens, clicks, or sales from each test stack up over time. This makes your list more valuable and your campaigns easier to trust.
Start with an important message such as a welcome email or key promotion. Test one thing at a time so you know what caused the change. Pick a simple goal like click rate, wait for enough data, then keep the clear winner. Use that version as your new base and plan the next test later.
Related Terms
Multivariate Test
Testing different versions of several email elements at the same time to find the best mix. Instead of changing only one thing, you compare full combinations to see which gets the most opens, clicks, or sales.
Learn more →Test List(Test Segment)
A test list is a small group of people who receive your email before everyone else. It is a simple way to spot problems before a full send.
Learn more →Send Time Optimization(STO)
A feature that chooses the best time to send each email based on when a person usually opens and clicks your messages.
Learn more →Version
A version is a specific saved state of an email or template. It lets you compare different drafts in tests and return to a known good setup if new changes do not work.
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