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A/B Testing Fundamentals

The "scientific method" for email. A/B Testing (or "split testing") is the process of sending two versions of an email (e.g., "Version A" vs. "Version B") to a small part of your list to see which one performs better before sending the "winner" to everyone else.

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Questions about A/B Testing Fundamentals

What is A/B testing in email marketing? What elements can be A/B tested? (Subject lines, CTAs, content, send time) How do I run a statistically valid A/B test? How can A/B testing improve deliverability (via engagement)? What tools help with A/B testing?