Are you sure that the last email copy that you sent out to your readers was the best that you could have done? Was there more that you could have done? On the other hand, there may be less you could have done and received better results in the end.

Does that bother you? When you opened a business in the digital marketing space there are a lot of unknown factors. To do better there is always a scope. But sometimes doing better might not be the right option. Sometimes all you need to do is find out what works for your business from the aspects of digital marketing and keep doing it.

When it comes to email marketing the answer to your problems is known as A/B testing.

A/B Testing- The concept

When it comes to email marketing you can use A/B testing to find out what sells better.


Well, don't worry. A/B testing is the process of testing one concept against another keeping in mind the viewpoint of your customers.

Yes! That is correct. A/B testing will help you figure out which copy is better and your audience will be the judge of that.

Think of it in this way. Your audience is the one who creates the demand for your products. They are the end consumers. Hence They should get the opportunity to pick out what works for them.

It is beneficial for you too. Because you do not have to worry whether you have made the right product for them. You already know because they have chosen what they want to buy or what they want to see when it comes to content.

A/B Test what?

Now that you have a fair idea of what A/B testing is all about let's look at what are the areas where you can use A/B testing to gain better knowledge of your consumers-

Subject line

If you are into email marketing then the sky is the limit for you when it comes to A/B testing. And the very first thing that you can do is start by A/B testing the subject line.

Email marketing can be greatly improved by testing your subject line. When you are testing subject lines make sure that your entire email remains the same. work on the factors such as length of the subject line, the words used in the subject lines, and obviously the emojis used in the subject line.

A/B testing subject lines may not seem a good idea as it may be a little time-consuming but experts suggest that well-tested subject lines have a great potential to increase the open rate of the brand.

Receiving name

Another important aspect of the A/B test is the "From name". When you receive emails, apart from the email address you get to see from when you have received the email.

This is an aspect that you should have knowledge about. You should test which name the company prefers to receive emails from.

Sending the email from the name of the brand may always not be a good idea. Some brands have more popular brand ambassadors.

When people receive these emails from the brand ambassador themselves the chances of open rates going up are really high.

But you need to figure out what works for your brand by A/B testing the name.

Email copy

Always do A/B testing before sending out an email. And by A/B testing we mean to do it for the email copy.

The content of the email copy is everything. If you fail to deliver content that your audience loves then there are high chances that your emails will end up in the trash bin and nobody wants that.

A really good method of A/B testing the email copy is by changing the call to action and keeping everything the same. This will help you understand which email copy functions when the words for the call to action are changed. Call to action is the most important aspect of an email since it sums up what you want the consumers to do. That is the whole point of sending an email in the first place.

The Important KPI's

Well now that you know the Importance of A/B testing and how you should go about it let's look t the key performance indicators to analyze the same-

  1. Open rate- The most important aspect to check how your emails are performing is called the open rate. It lets you figure out how many people have actually opened your emails out of the total emails sent.
  2. Clicks- This parameter lets you figure out how many clicks your email campaigns have received. More clicks received means more customer engagement has taken place with your email campaign.
  3. Unsubscribers- The parameter you should always look out for is the unsubscribe rate. This tells you how many people have unsubscribed to your email list after receiving emails. When the rate is high you should try to figure out what the problem is and try to rectify it as soon as possible.


Now that you have a complete idea of A/B testing you need to figure out how to use it. Use the data gathered by A/B testing different subject lines and email copies to better understand your audience and personalize the emails that are better suited to their tastes and preferences.

A/B testing has a great way of making email segmentation choices better. One kind of message may not be enough for all your audience. You may have to generate separate email copies and subject lines for your segmented audience list. You find way better tags and characteristics to separate your email list based on the data collected from A/B testing.

Go out there and figure out how A/B testing makes your email marketing games stronger. Also, check out WowSender, the Email Marketing Tool made with love in India.