Email marketing isn’t about guesswork. Even subtle changes in your subject line, layout, or CTA can lead to significant gains (or drops) in engagement and revenue. That’s why A/B testing (also known as split testing) should be a non-negotiable part of your email strategy.
A good test can help you:
- Increase your open and click rates
- Understand what motivates your audience
- Improve conversions with data-led decisions
The best part? You don’t need a huge list to see results. Even with a few hundred subscribers, you can start seeing trends that help you sell smarter.
Test 1: Subject Line Simplicity vs Curiosity
The subject line is your first impression. Testing a straightforward, benefit-led subject against one that sparks curiosity often delivers a clear winner.
Examples:
- Simple: “20% Off Just For You”
- Curious: “You Forgot Something…”
What to track: Open rate
Test 2: Button vs Text CTA
Should your call-to-action be a clear, colourful button or a more natural text link?
Examples:
- Button: “Shop Now”
- Text: “See what’s new this week”
What to track: Click-through rate (CTR)
Test 3: Personalised vs Generic Greeting
With tools like Klaviyo and Mailchimp, it’s easy to add first-name personalisation, but does it actually improve engagement?
Examples:
- Personalised: “Hey Sarah, your weekly roundup is here!”
- Generic: “Your weekly roundup is here!”
What to track: Click rate, overall engagement
Test 4: Time of Day
Many small businesses just send when they hit “Send.” But testing morning vs afternoon sends (or weekday vs weekend) can uncover new engagement patterns.
Pro tip: Pick two contrasting send times and keep everything else identical.
What to track: Open and click rate
Test 5: Long vs Short Format
Are your readers scanners or deep readers? One way to find out is by testing a long-form, storytelling-style email against a punchy, direct version.
What to track: Scroll depth (if possible), clicks, reply rate
Test 6: Image Heavy vs Minimal
Do your subscribers respond better to styled product shots and visuals? Or do simple, plain-text-style emails cut through the noise?
What to track: Click rate and unsubscribe rate
Creating a 30-Day Testing Calendar
You don’t need to test everything at once. Spread your tests out over 4 weeks and assign one variable per week. For example:
- Week 1: Subject line
- Week 2: CTA format
- Week 3: Time of day
- Week 4: Email format (long vs short)
Most platforms let you automate A/B testing setups, so once it’s scheduled, you’re good to go.
What Makes a Test Worthwhile?
A good test has:
- A clear variable
- A large enough segment (aim for at least 500 subscribers per variation if possible)
- A measurable goal (open rate, click rate, etc.)
Don’t forget to let your test run long enough to collect useful data. Usually 24-72 hours is a good window.
Final Thoughts
Email split testing doesn’t have to be technical or time-consuming. Done right, it helps you make smarter marketing decisions based on actual data, not guesswork.
Want help designing your next A/B test or reviewing your results? Book a free clarity call and let’s dive in together.
