A/B testing for email marketing
Email A/B testing allows marketers the option to create two different versions of an email message and test the two options to see which version is likely to be most successful in a customer journey campaign.
To enable A/B testing in your marketing email message, you can start by creating an initial design (the "A" version), and then use that as the basis to create a "B" version of the design in which you have modified a small portion of your email message such as the from name, subject line, or a minor element in the body of your email (such as an image). Each B version allows only one type of change (such as subject, body, or from address), but you can define several tests for the same design, where the A version is always the same, but with a different B version for each test that you can use to test in a customer journey. For more information on the steps that are involved in creating an email message with A/B testing enabled, see Create a marketing email for A/B testing.
When your email is ready, you'll then create a customer journey and choose your conditions for success (such as most opened or most clicked). The test will run as part of a customer journey. This topic will be discussed in more detail later in this module.
For more information, see Design and run A/B tests on your email designs.