What is A/B Testing in Email Marketing? [Tips, Challenges, Best Practices & More]

Email marketing is all about staying relevant and connecting with your audience. But let’s face it—not every email you send will hit the mark. Some campaigns might drive amazing results, while others fall flat.

So, how do you decide what to do?

That’s where A/B testing AKA email split testing comes in. It’s a simple way to test your ideas and see what works best. Whether it’s a subject line, email design, or a call-to-action — A/B testing helps you make smart decisions based on proper data.

In this guide, we’ll explain all about A/B testing for email marketing in simple steps.

Ready to start? Let’s go!

What is A/B Testing in Email Marketing?

A/B testing, or split testing, is a way to compare two versions of an email, webpage, or content to find out which one gets better results. It works by testing version (A) against version (B) with a sample audience.

While tracking key metrics like open rates, and click rates vs click-through rates — A/B testing helps marketers make data-driven decisions to improve performance and engagement.

Why You Need to A/B Test in Email Marketing

Did you know that some 75% of the top 500 online retailers use split testing?

That’s because A/B testing works. It’s your chance to step into the big leagues and create email campaigns that aren’t just sent but succeed.

Picture this: instead of guessing what might grab your audience’s attention, you’re working with data that shows exactly what resonates. A/B testing helps you fine-tune your emails to drive higher opens, clicks, and conversions—no wasted effort, just smarter marketing.

Here’s why A/B testing is a must for your email campaigns:

• Discover what truly clicks with your audience
• Optimize subject lines and content for better engagement
• Boost conversion rates without extra guesswork
• Save time and resources by focusing on what works
• Stay competitive by using data-driven strategies like top brands
• Increase ROI by focusing on strategies that work best
• Keep up with email marketing trends and adapt quickly to changing behaviors
• Build more personalized campaigns with data-backed choices

With A/B testing, every email is a step closer to connecting better, engaging more, and converting like never before.

What are the Parameters You Can Use for Email A/B Testing?

When it comes to email A/B testing, the possibilities are endless! You can tweak and test various elements of your emails to see what works best.

The fun part? Even small changes can lead to big results.

Here are some key variables to experiment with:

• Subject lines
• Length
• Word order
• Email Design
• CTA of email
• Email Schedule
• Email Sequence
• Email Personalization

Remember, the goal is to understand what resonates with your audience. You need to track the results of split tests through your email conversion rates and other email marketing KPIs.

Keep testing, learning, and improving until you find the perfect formula for success!

Things to Consider Before Running an A/B Test

59% of firms conduct A/B testing on their email marketing campaigns- Enterprise Apps Today

There is no doubt that split testing is a game-changer for improving your campaigns. But, diving in without a plan can lead to wasted effort.

Here’s what you need to know to make your tests worth the time and effort.

Start with a Target

Before thinking about testing, ask yourself: What am I trying to improve?

Is it your email open rates? More clicks on your call-to-action button? A higher conversion rate on your landing page?

Find out your clear goal. When you set a target, it’s easier to run a test that gets you closer to it. Without one, you’re just guessing!

Keep It Simple

Testing too many things at once is a rookie mistake. Focus on one element at a time to get clear results.

Here are some ideas:

• Try different subject lines for emails
• Switch up button colors or placements
• Test variations in headline copy

For more ideas, you can check out the variables you can test section. Remember, one small tweak can give you better insights, so don’t overcomplicate things.

Let Data Lead the Way

Always base your test ideas on data, not hunches.

For instance:

• If your email open rates are low, focus on improving subject lines
• If people click but don’t convert, test your landing page content or design

Test, tweak, and design your strategies based on that.

Check Big Wins First

Not all tests are created equal- Orwell would definitely say this if he were in marketing.

So you better prioritize changes that could have the biggest impact.

Think of it this way:

• Testing the tone of your copy might deliver a bigger boost than changing a font style
• Personalizing emails is often more effective than tweaking button shapes
• Start with high-potential changes and save minor tweaks for later

Be Patient with Results

Rushing results can mislead you. Give your test enough time to collect significant data. For example:

• An email test might need a few days to gather enough opens and clicks
• A website test might take weeks if your traffic is low

Patience pays off when it comes to reliable insights. So, don’t lose hope!

Always Analyze and Apply

The test isn’t over once the numbers are in. Dig into the data to see what worked, what didn’t, and why.

Did a button color boost clicks? Use that insight for future campaigns. Did a subject line flop?

Learn from it and avoid similar mistakes. Every test teaches you something valuable. Keep building on those lessons.

Most Common Challenges You May Face While Email Split Testing

Despite analyzing so many factors, the challenge never ends. Well, just to stay prepared ahead of time, you should take a look at a few common challenges you may face while email A/B testing.

The common challenges are noted below:

• Choosing the right metric can be tedious, but having a well-researched goal can solve that problem
• Setting the correct sample size and duration of testing can be very confusing
• Falling into confirmation bias is very common but repetitive testing and having a healthy dose of doubt can fix it
• Testing multiple variables at once can be very tempting, but control yourself
• Accepting the result and planning according to the statistics is a must for progress

Challenges are part of the process, but don’t let them hold you back. With a few best practices in your sleeves, you’ll be ready to tackle these hurdles!

7+ Best Practices for A/B Testing in Email Marketing

Split testing isn’t just about swapping subject lines or tweaking designs—it’s about unlocking what truly clicks with your audience. But to get results you can trust, you need a solid game plan.

For that must-work game plan, you need to:

Set Clear Goals

Don’t just guess—start with an idea. Decide what matters most. Are you after more opens, clicks, or purchases? Pick one to measure.

For example, if your goal is more open rate then you should work on your subject lines, if your goal is more click rate, you should work on your CTAs.

Change One Thing at a Time

Focus on testing just one element. Whether it’s a headline or a button color, keep it simple to find what truly works.

Suppose you have changed both your subject lines and the timing of your email. One performed better. Now you would not know actually which thing worked better.

So, one step at a time.

Limit Your Variations

You can get too many amazing ideas popping up sometimes. However, too many options can confuse results.

Stick to 2–4 versions to get clear insights on what works and what doesn’t.

Test with Enough People

Small audiences can lead to unreliable results. If you send a test between 10 people, it won’t give you any conclusive result. Make sure your test reaches enough people to get meaningful data.

Focus on High-Impact Emails

All emails are not the same. Try to focus on high-priority emails and split-test them better.

For example, you can prioritize emails like abandoned cart reminders or welcome messages—they’re the ones that make the biggest difference.

Let the Test Run Fully

As people say, ‘Patience is bitter but its fruit is sweet’.

So, you need to be patient and resist the urge to tweak things midway. A consistent test ensures you’re getting accurate results.

Add Personal Touches

Use tools that personalize content for each recipient. Tailored emails often perform better.

These best practices will help you test smarter, learn faster, and create campaigns your audience can’t resist.

Ask for User Feedback

Data is supreme but not always. Sometimes, data doesn’t tell the full story.

Reach out to users for insights on what resonated with them and modify according to what the feedback says.

How to Perform A/B Testing with FluentCRM

Many tools can help you to split tests. But there isn’t much that allows you to create your version from scratch while making sure, you are also given enough options to create a great email while maintaining the best practices.

Well, FluentCRM does that for you.

To split test with FluentCRM you need to follow a few steps:

• Open Open FluentCRM in your dashboard
• Choose email automation from the FluentCRM option
• You will see pre-made automation templates, or you can choose to create new
• You will see a ‘+’ sign in the automation flow
• In the multiple options like apply the tag, conditions, remove from the list

• Choose ‘Split (A/B Testing)’ from the option

• Here you can customize your mail content and subject lines
• You can even split-test your timing with the schedule option

• You can send test emails, schedule time, and customize according to your needs here

And with these steps, you can create an A/B test easily!

Test, Tweak, Triumph Email Marketing with A/B Testing

A/B testing isn’t just another tool—it’s your secret weapon to crafting emails that don’t just land in inboxes but truly connect. You’re setting yourself up for smarter marketing and bigger wins by testing, tweaking, and learning.

Though this blog explains everything with easy-to-follow steps, if you still have any queries, feel free to reach out in the comment section!

Start experimenting, trust the data, and let FluentCRM make it all easier. The next big win for your business might just be one test away!