Have you ever wondered which subject line will get you more opens, or which hero image drives higher engagement? That's exactly what A/B testing is for. It's the most reliable way to find out what your audience actually responds to, rather than guessing.
What is A/B Testing?
A/B testing is also called split testing. It lets you compare two versions of an element in your email campaign to see which one performs better with your audience. You can test almost anything: the subject line, the sender name, or the email content itself.
During an A/B test, one portion of your database receives version A and another receives version B. Once a winner is determined based on your chosen metric, that version goes out to the rest of your database.
Why A/B Testing Matters
Guessing what your subscribers want is not a strategy. A/B testing gives you real data on what drives opens and clicks. By testing and refining consistently, you build a clearer picture of your audience over time, and your campaigns stay relevant because they're shaped by actual behaviour, not assumptions.
The more you test, the more you learn. That ongoing learning is what keeps your email marketing sharp.
Tips for Successful A/B Testing
Know what you're testing and why. Before you set anything up, be clear on what you want to find out. Vague tests produce vague results. Also keep in mind that you're testing with real people on your live database, so be thoughtful about what you put in front of them.
Test one thing at a time. This is the rule that trips most people up. If you test two subject line styles and personalisation in the same campaign, you won't be able to tell which change drove the result. Pick one variable per test. For example, test a question-style subject line against a statement, or a personalised greeting against a generic one. Keep everything else identical.
Have a plan for the results. Data without action is just noise. Before you run a test, decide what you'll do if A wins and what you'll do if B wins. If a particular CTA button colour consistently outperforms others, roll it out across your campaigns. That's the point.
Keep testing. Your subscriber base changes. What worked six months ago may not work today. A/B testing is an ongoing process, not a once-off exercise. Build it into your regular campaign rhythm.
How Do I Run an A/B Test?
TouchBasePro has built-in A/B testing tools that handle the split, track the results, and send the winning version automatically. If you'd like a walkthrough of how to set one up, get in touch with the team.
Start small, test one thing, and let the data guide your next move.
Frequently asked questions
- What is the difference between A/B testing and split testing?
- They're the same thing. A/B testing and split testing both refer to sending two versions of an email element to separate portions of your audience to see which performs better.
- How many things should I test in a single A/B test?
- One. Testing multiple variables in the same campaign makes it impossible to know which change caused the result. Pick one element, such as the subject line or the CTA button, and keep everything else the same.
- What can I test in an email A/B test?
- Almost anything: subject lines, sender names, preview text, hero images, CTA copy, button colours, personalisation, and email body content are all common test variables.
- How often should I run A/B tests on my email campaigns?
- As often as you can do it properly. A/B testing works best as an ongoing practice rather than a one-off exercise. As your subscriber base grows and changes, regular testing keeps your campaigns relevant.