There is no such thing as too much testing when it comes to email marketing. Opportunities for testing abound, but one of the easiest ways to check and optimize the performance of your email campaigns is to conduct A/B tests. Not only do they provide quick, actionable information and insight, they are vital to conducting a successful email program.
A/B testing consists of changing one variable in an email, sending to a limited audience, measuring the response, and using the results to send the best-performing version to a wider audience.
The first step in building your testing strategy is to understand what metric on which you want to improve.
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