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When It Comes To Email Marketing, What Do We Mean By The Term A/B Testing?

Dell Corporation increased its conversion rate by 300% after implementing A/B testing on its landing page. After implementing A/B testing on the email list, Obama raised the total donation to $60 million. All these numbers suggest that A/B testing is highly beneficial and can be applied to any type of digital marketing.

But when it comes to email marketing, what do we mean by the term “a/b testing”?

The above question is usually asked in the Google Digital Garage Examination. It is a free online learning and certification institution founded by Google itself, helping people learn the skills of the future.

The original question was asked along with multiple-choice questions and its correct answer is as given below:-

When it comes to email marketing, what do we mean by the term “a/b testing”?

  1. A/B testing means you can split your contacts alphabetically.
  2. A/B testing means sending the same email twice to the same people.
  3. A/B testing means splitting your audience and sending each of them a different variation of your email.
  4. A/B testing means it is spell-checked and proofed, prior to hitting send.

Here in this post I will try to answer your query in simple words. Reading my answer, you will be amazed at how there are still so many digital marketers who do not understand what A/B testing is.

A/B testing refers to experiments in which two or more variations of the same webpage, email copy, or advertisement creative are displayed to real-time visitors to determine which one performs better for a given goal.

What do you mean by the term “A/B Testing”?

A/B testing, also known as split-testing, is a technique for determining which of the two marketing assets generates the highest engagement. It involves creating two versions of a single campaign and sending them to a small percentage of your audience. Version A is sent to half of the test group, while Version B is sent to the other half. The winning version of the campaign is determined by the number of opens and clicks. Thus, A/B testing is very helpful to decide with confidence which version of your campaigns should bring more engagement and profits.

When it comes to email marketing, what do we mean by the term a/b testing?
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What is an A/B Email Test?

An email A/B test compares two versions of a single email to see how minor changes can affect the results. It enables you to run experiments on the subject line, the preview text, or the actual email body. Often, we are confused about whether we should or shouldn’t use certain words, phrases, or lines in our emails. The A/B Email Test will clear your doubts and help you decide what works and what doesn’t.

For example, at the end of your email body, you might write two different phrases for your call-to-action (CTA) button. You would then run both versions simultaneously and collect data on which one resulted in more clicks. You can use the same process on other elements to fine-tune your broadcast and maximize your conversions.

Is AB Testing a Marketing Strategy?

The short answer is yes. AB Testing is the most effective marketing strategy. An advanced marketer does not scale up campaigns until they have AB tested every crucial element of their email copy. Any strategy that helps you get more clients or leads into your business is termed a “marketing strategy.”

AB testing various aspects of your advertisements or emails helps you find the winning copy. This in turn brings more engagement and leads into your business. Hence, AB testing is definitely a marketing strategy that helps advanced digital marketers bring more customers to their website.

Why should you do A/B testing?

A/B testing can be extremely beneficial to marketers. Here are the main reasons why online entrepreneurs choose to do A/B testing on their websites or their landing pages:

  • Increased strategy certainty: It eliminates the guesswork by giving you first-hand information about your campaigns. The information so acquired can be used to guide your marketing strategy. Using data to back up your marketing decisions, will increase your confidence and build a strong faith in your strategy.
  • Increased campaign performance: A/B testing allows you to improve the performance of your campaigns continuously. While also assisting you in making progress toward your campaign goals. Different element tests can help in achieving various goals. Some common objectives include increasing conversion rates, increasing web traffic, decreasing bounce rates, and increasing content engagement. Implementing the results of your A/B tests can also help you achieve larger business objectives, such as increasing overall sales.
  • Improved Return on Investment (ROI): A/B testing improves the ROI of your campaigns and overall marketing activities. It helps in ultimately boosting your company’s brand. A/B testing allows you to improve the effectiveness of your campaigns. Split testing is also relatively inexpensive today, thanks to advances in digital technology. Improving the performance of existing campaigns and reducing ad waste through A/B testing is far more cost-effective. It enables you to make the most of the traffic you already have instead of paying for more.

Which element of an email message can you AB test?

You can test almost any element of your email message using professional email marketing tools. Here are a few suggestions to get you started:

The Subject Line: The subject line is one of the most visible aspects of your email campaign. Most devices format the subject line with darker, heavier text to help it stand out. The subject line is the first thing your audience sees, and it has a major impact on email open rates. Therefore, it should be a priority for A/B testing.

The preview text: If you have Gmail, you must have seen a small description under the subject of any email. This is called the “preview text”. It is the second most visible text after the subject line. Therefore, AB testing the preview text is a no-brainer.

Images and visuals: According to research, the human brain processes images and visuals 60,000 times faster than text. So including images and visuals in your email campaigns can be an effective way to convey your message. Hence, it is of utmost importance to AB test images.

Email Copy: Studies have declared that the human attention span has decreased from 12 to 8 seconds. Therefore, writing an extremely engaging and hookable email copy can do wonders. Hence, AB testing of this element is a must-have feature.

Call to Action Phrases and Buttons: For your audience to take a specific action, a powerful call-to-action phrase and a beautifully designed button can take your business to new heights. Therefore, it should be extremely important to do the AB test on your CTA phrases and buttons.


Advanced digital marketers are utilizing the power of A/B testing to multiply their ROI. But the sad part is, most digital marketers don’t even know when it comes to email marketing, what do we mean by the term “a/b testing”?

In this post, I have tried to answer the burning questions about A/B testing. So, if you are looking for answers, you have come to the right place.

A/B testing is a marketing strategy where we compare two versions of the same marketing asset to decide which one is driving more engagement. In email A/B testing, we may experiment with subject lines, preview text, body, images, and CTA phrases or buttons to help us determine which version to scale up.

A/B testing has many benefits and, therefore, it must be a part of your arsenal. That’s it for today. Please let me know in the comments below if you have any queries. I hope you learned something. Please share this article if it was helpful and informational.

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