📧 Send Smarter: 9 A/B Tests That Actually Improve Your Emails |
Want to improve your emails? |
Good news: you don't need a full redesign or fancy new template. |
Sometimes, a quick test (like button copy, subject lines, or send times) is all it takes. |
But testing only works when you know what to test and how to read the results. |
Here are 9 practical ways to optimize your campaigns with A/B testing. |
But first… let's lay down some ground rules: |
Always start with a clear hypothesis. Only test one variable at a time. Seriously. Don't muddy the waters. Limit your variations (2–4 max) to keep results accurate. Make sure your audience sample is big enough to matter. Never edit a live test – let it finish first. And finally, ask your audience for feedback directly.
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Alright, let's get into the good stuff. |
1. Test your subject lines |
Your subject line is the first impression (and often the only shot you get). |
It also sets the tone for your email. A small change, like adding urgency or using a playful hook, can give your open rate a pretty noticeable lift. |
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Here's what to test: |
Short vs. long subject lines (try under 50 characters vs. 60–70) Preview text tweaks Words that create urgency, scarcity, or curiosity
Emojis (they're not for everyone, but they can pop in the inbox)
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For example, you could try something like: |
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Then watch what gets more opens. Rinse and repeat. |
2. Play around with your incentives |
Discounts are awesome, but they aren't your only option. |
People respond differently depending on how the offer feels. For example, some customers might not find a $10 discount as exciting as a free gift – even if the value's the same! |
Testing various offers helps you find out what clicks with your audience. |
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Here's what to test: |
Percentage (%) off vs. dollar amount ($) off Free shipping vs. discount Small gift with purchase Contest or giveaway entry Bonus content (like a PDF guide or recipe)
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For example, you could try: |
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Then track which one brings in more conversions or new signups. |
3. Make seasonal campaigns work for you |
People are primed to shop during the holidays. Your job? Make it easy, fun, and relevant. |
Seasonal emails are great for riding the holiday wave. They also help create context and urgency, which encourages buyers to act now. |
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Here's what to test: |
Holiday-themed copy and puns Seasonal imagery that still fits your brand aesthetic Offers tied to the season (cozy bundles in fall, "beat the heat" promos in summer)
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For example, if you're promoting outerwear during a winter sale, you could test the following subject lines: |
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Track which one drives more opens and clicks – and test it again when you shift into spring or summer content. |
4. Experiment with your CTA buttons |
Your call-to-action (CTA) tells the reader what to do next. The clearer and more attractive it is, the more likely they are to take action. |
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Here's what to test: |
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For instance, if you're promoting a new product launch, you could test: |
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Monitor which gets more clicks. Don't forget to test placement too! |
5. Try different layouts and email designs |
Design influences how people read (and whether they convert). |
Some readers want quick visuals. Others want storytelling. Your layout affects how easy it is to follow and take the desired action. |
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Here's what to test: |
Two-column vs. single-column layouts More text vs. more images Order of content blocks Clean product grids vs. lifestyle imagery Font styles and button shapes
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If you're sending a product-focused email, you could test these layout styles: |
A: A clean product grid with 4 items, prices and short descriptions B: A single hero product with a lifestyle photo and a story-driven intro
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Track whether showing multiple options or highlighting one product gets more clicks. |
6. Add product feeds and recommendations |
"Here's something you might like" goes a long way when it's actually something they might like. |
Add smart feeds and recs in your emails that pull products from real customer data (e.g. purchase behavior, browsing history, favorites etc.). |
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Here's what to test: |
Dynamic product blocks vs. static ones Personalized feeds vs. bestsellers Abandoned cart reminders vs. "You might also like"
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For example, test two versions of a follow-up email after someone browses your site: |
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Compare engagement and click-through on the recommended products. |
7. Scale personalization with AI-powered testing |
Traditional A/B testing tells you what works for most people. But what if the second-best version actually works better for a specific group? |
Some AI email marketing tools let you work smarter. Instead of sending the same "winner" email to everyone, let AI detect who preferred which version – and send them that. |
It's 1:1 personalization at scale. No more leaving potential clicks behind. |
8. Find the best send times for your audience |
A student, a new parent, and a 9-to-5 office worker are not opening emails at the same moment. Timing matters, and a great email sent at the wrong time is still a miss. |
Here's what to test: |
Early morning vs. afternoon vs. evening Weekday vs. weekend Seasonal changes in behavior Time zones or local delivery
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If you're running a weekend sale on summer sandals, try: |
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You're looking for the sweet spot between intent and action. Track opens, clicks, and conversions to see which timing wins. |
9. Make compliance user-friendly and test how it's presented |
Compliance might not sound fun, but it builds trust and keeps you out of legal trouble. At the most basic level, it means including a visible unsubscribe link. |
When people feel in control of their inboxes, they're less likely to bounce for good (and respect your brand). |
Here's what to test: |
Placement and tone of unsubscribe links Friendly opt-out messages Options for managing preferences vs. only unsubscribe
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If unsubscribes are higher than you'd like, test how you present the opt-out: |
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Sometimes, just offering options can lower your unsubscribe rates. |
Final Thoughts: What Email Marketers Can Learn |
A/B testing isn't about overhauling your entire strategy – it's about learning what works and improving with every send. Small changes can often lead to big gains over time. |
So here's the recap: |
✅ Don't guess—test (and only one thing at a time).
✅ Keep your audience segments in mind, not just your content.
✅ Focus on real behavior, not just vanity metrics.
✅ Always give your subscribers a reason to stay (and a clear path out if they choose to leave). |
The more intentional you are with testing, the better your emails will perform. And the best part? Your audience will tell you exactly what they want – if you're paying attention. |
Now go send smarter! |
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