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A/B test for emails – 50 ideas for testing

A/B testing for email marketing is a crucial strategy to determine the effectiveness of different variations in your campaigns. This method involves sending one version of a campaign to a subset of subscribers and another version to a different subset. Analyzing the results helps identify the most successful elements for future campaigns.

Why Marketers Should Care About A/B Testing?

A/B testing allows marketers to fine-tune their email campaigns for better results. Whether testing subject lines, email templates, or other components, it provides insights into what resonates with the audience. The benefits of using email marketing in this data-driven approach help in optimizing click-through rates and overall campaign performance.

What to Test in Emails

  • Sender Name and Address: Experiment with using personal names or company names in the “from” field.
  • Subject Line and Preheader Text: Test different subject line lengths and styles
  • Font of Heading and Subheading: Try different fonts, sizes, and weights to see what captures attention.
  • Location and Number of Calls to Action (CTAs): Test CTAs in various positions and observe which performs best.
  • Usage of Lists: Compare emails with lists against those with solid text.
  • Link Order: Test different approaches to linking resources in your emails.
  • Tone of Appeal: Experiment with formal and informal tones to see which resonates more.
  • Teaser in the Email: Add intriguing elements to generate interest in your offerings.
  • Dynamic Content Ideas: Test content variations based on recipients’ gender, interests, and preferences.
  • Urgency: Assess the impact of time-sensitive language on engagement.
  • Price Variations: Test different ways of presenting discounts or offers.
  • Color of the Letter: Experiment with different colors to see which grabs attention.
  • Additional Elements: Test the inclusion of icons, arrows, or other graphical elements.
  • Isolation of Products with Special Blocks: Highlight products using different graphic formats.
  • Full Redesign: Try a complete overhaul of your email’s visual format.
  • Variations in Product Images: Test different styles and angles for product images.
  • Number of Photos in the Newsletteremail: Experiment with the quantity of images in your emails.
  • Size of Products in Images: Test large versus small product images.
  • Video in Email: Assess the impact of including videos in your emails.
  • Using GIF Images: Test the effectiveness of GIFs in capturing attention.
  • Sending Time: Experiment with different days and times for sending emails.
  • Different Offers: Test various types of offers to see what resonates with subscribers.
  • Using Humor: Assess whether humor enhances engagement with your audience.
  • Old vs. New Tactics: Compare traditional tactics with newer approaches in a controlled test.
  • Clear vs. Curiosity: Test straightforward versus curiosity-inducing subject lines.
  • No Personalization at All: Experiment with emails devoid of any personalization.
  • First and Last Name: Assess the impact of mentioning the first and last name in emails.
  • No “Re” and with “Re” in Follow-ups: Test the inclusion of “re:” in follow-up subject lines.
  • Using “Fwd:” in Follow-ups: Experiment with using “Fwd:” in follow-up subject lines.
  • Hey vs. Hi vs. Hello vs. Name: Test different greetings to set the tone of your emails.
  • Using “Good Morning” or “Good Afternoon” or “Good Evening”: Experiment with greetings based on the time of day.
  • Introduction in First Line vs No Introduction in First Line: Compare emails with and without introductions visible before opening.
  • Negative Copy: Test the impact of highlighting common mistakes or pain points.
  • First Line Lead in Question Relevant to Pain Point: Assess the effectiveness of starting with a question related to a pain point.
  • Images vs No Images: Compare emails with and without images to gauge their impact.
  • Long Form vs Short Form: Test the length of your emails to find the optimal format.


A/B testing is a powerful tool to enhance your email marketing strategy. By systematically testing different elements, you can gain valuable insights into what resonates with your audience. Use these tests to refine your approach and improve the effectiveness of your email campaigns. Start experimenting today to elevate your email marketing game. Boost your email marketing with the Deliver2inbox email marketing service.


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