A/B test for emails – 50 ideas for testing

What is A/B testing for emails? 50 ready-made ideas for testing

AB Testing is the way to check which variation of any marketing campaign is more productive and result seeking. Email campaign a/b testing is where one kind of variation of a campaign is sent to one set of subscribers, and another variation is sent to another subset of subscribers. This helps in assessing the results from specific campaigns.

Why should marketers care about the A/B test?

Campaign monitor AB testing can be different in complexity and nature. This can include a subject line tester by sending multiple subject lines to test. On the other hand, advanced A/B testing can have different email templates to check which email templates yield better results.

Some great tools for A/B testing also help you to provide you the version directly after testing which brings better results in the test. A/B testing for marketing is one of the greatest tools for understanding click-through rates of campaigns.

What is so important about A/B Testing?

We often hear about projects in which some tasks go successful, and some do not. When we talk about newsletters, some can have some of the highest deliverability rates, CTRs, and open rates that attract the interests of the audience and some might not have to ability to get good results.

Here is where free email newsletter testing A/B helps you to gain maximum results in an ab testing newsletter process. The A/B test will enhance the performance and efficiency of your newsletters by helping you compare between the old and new components of the email templates. This comparison gives you a fair idea of which variants of newsletters are effective to be used for better results.
Checkout our newsletter email plans for more details.

What is so important about A_B testing_

How does the A/B Testing email works?

Firstly, you set two different variants of your email campaign. Then you prepare two different address lists where your emails will go. And then you simply sit back and analyze the results popping in from each variant of your marketing A/B. The winning variant with the best results assessed from the split testing email marketing will then be sent to the rest of the subscribers directly. Well, A/B testing in email marketing requires applying an extra bit of text in the email body you prepare along with an extra subject line.

How to conduct A/B testing of Email Newsletters?

You can use certain messaging platforms to execute your A/B testing for free email newsletter testing. Once you set your a/b testing platform, set different parameters like for instance two different subject lines, two different images, different sets of content, etc. You just have to create two different versions of the email that can represent two different variants of the a/b testing newsletter campaign.

You can name the two variants as Variant A and Variant B, or any other name that you wish. Then set the measures and conditions on the basis of which you are going to rate among the variants. For instance, open rates, CTRs, deliverability rates, etc.

Now, take 40%-50% of your customer or subscriber base and divide them equally between the two variants. Begin the test and after its completion, compare and analyze the results and then send a newsletter that has the highest of metric measurements for the left 60%-50% of subscribers on whom you have not tested. This method will eventually help you to get the best results in total by sacrificing a fraction of your subscriber’s experience.

Email subject line testing best practices can be applied best for subject line tester emails through A/B testing. Email subject line tester can be executed the same way by following the above process.

How to conduct A_B testing of Email newsletters_

How long to conduct A/B testing?

You can set your campaign monitor a/b testing schedules as per the previous campaign schedules you have had. How much time did it take for your email newsletters to get opened? If your email campaign a/b testing occurred the highest within the first 24 hours and for the rest of the days, it gets an average open rate of close to 4%-5%, then it is better to limit your free email newsletter testing up to the first 24 hours.

Extending your a/b testing newsletter for extra hours or days won’t make much sense. Though, if you have a huge email list and it is impossible for you to gather results within a few days, then you can extend the test depending on the effectiveness of the campaign.

What to test in the Email?

1. Sender name and Sender address

The sender’s name is one of the primary things which the recipient notices. Per day a recipient receives over 150 emails on average. So, for you, it is extremely important to grab their attention in the first go. 64% of people open the mail based upon the ‘from’ title. You need to understand that you don’t just have to compete with your direct competitors but also the personal mails received by a recipient.

So, you need to give special attention to your “from” address and name and then test it. You can simply examine it by adding the names of chief employees working at your company or replacing them with the company’s name. Adding a human name in the “from” name can create an impact on those recipients who haven’t engaged with you in recent times.

2. Subject line and Preheader texts

Email testing is incomplete without subject line and preheader text tests. Mainly you should pay attention to the formulation and length of a subject line while curating it. The subject line should be usually short-lengthened, but some long yet innovative subject line length is also a matter of attraction for many recipients.   

The preheader texts are also very important. You need to curate a unique preheader text after the subject line so that the recipient instantly opens the mail. You can also personalize the subject line with your first name or the company’s name. Test one batch by personalizing with your first name or company’s name and the other batch of emails without it.

You can also test whether the lowercase subject line works for you or not. You can just test it out by adding the subject line on some of the email batches with only the first letter of the sentence capital like All your problems are fixed, (First name). And on other batches like All Your Problems Are Fixed, (First name) with each word of the sentence starting with a capital letter.

Many companies have also observed higher email read rates due to the usage of emojis instead of words. You can test it out if your target audience falls under a certain age group that gets attracted by emojis.

You can also try including questions in your subject line. This creates an instant conversation between you and the recipients. It also tends to enhance the engagement of the recipients with your business. Hence examine all the above tests, observe which of the email types has the highest read rates, and choose the pattern accordingly.

3. Font of Heading and Subheading

Choosing a font for headings and subheadings can be compared to making a fashion statement. And you know it well that the fashion statements speak a lot about your personality and style. You need to test if certain fonts work better for you than the rest. You can use distinct fonts to highlight some of your important areas in headings and subheadings.

In the same way, you also need to choose a perfect font size for your subheadings and headings. Ideally, there should be three different font sizes. One for the heading, another for the subheading, and the last one for the description of the product. You can always experiment with the font sizes to determine which font size is capable of capturing the attention of the recipient.

Along with the font sizes, font weights are also important. The font weights will highlight some parts more and a tint of uniqueness will be added to that text. You can adjust the weight and sizes of the font to observe if there is any effect on the overall results. Make sure the fonts that you choose are not intricate and can be visually well perceived.

4. The location and number of Calls to action

The conversion rates can affect the location where you display the campaign on your website. Test if there is any difference if you display it on a peculiar page, on each page of your website, or via distinct URL paths.

At the end of the day, there are some kinds of goals that you need to meet while email marketing. This means that everything you send to your subscribers should benefit you in one or another way. Hence here are some Calls to Action (CTAs) that can help to boost your sales and give you the best results.

You need to choose the appropriate color. Humans respond to different colors in different ways. So you need to examine which color creates magic for you and your recipients.

You can also examine the placement of your campaign. This will help you understand the clicking pattern of your recipients and accordingly, you can set your campaign placement.

Testing the shape of your buttons will also aid your sales. The shapes of these buttons should urge the recipient to click them right away. You must include all these CTAs and observe what works best for you!

5. Usage of the list

When you compare two emails, one with the text arranged in a list format and the other with a solid text you can instantly spot the difference. The list makes it easy to retain and the information is fascinating to read. Nevertheless, the preference differs for each recipient hence test the usage of lists and see if that favors you.

6. Link Order

• In email marketing, you need to build deep connections with subscribers. In such cases, you can offer resources but only if the subscribers are ready to tell you what they want.

• While testing, send an email with solid text about the resources and add the actual link in this text. In another email, you can add a source/ button saying something like “click here” to download.

• You can add content to the link directly or simply put in a step on your page to link it to an opt-in page. Link any 2 links to the same resource in your email or incorporate any two CTAs. See how many subscribers are into it and choose the appropriate option.

• You can avoid adding social links in your email as it is said that it may distract the consumers from the offer-related matter.

• You can also add contact links and give your recipients a chance to schedule a call with you according to them. You can just set up your available timings and link them to your calendar. Gather all the data from these tests and redefine your highest success rates.

7. The tone of appeal

In business, you must capture people’s hearts through the tone of your emails. For some people, an informal tone in the email can be very appealing. Others may be convinced with a formal tone. Try out what your target audience connects the most by A/B testing.

8. Teaser in the email

Insert a cryptic image or text with a small hint of the main date to retain the interest and attention of the subscribers. A teaser in the email will aid you to curate excitement around your new creations or services.

9. Dynamic ideas for content

Test what kind of content ideas captivates your subscribers the most. Content is the king of email marketing hence you cannot ignore the preferences of your recipients.

Curate worthy and dynamic content that focuses and varies based on the recipient’s gender, interests, subject of inclinations, etc. This content must be a sweet surprise to your recipients and satisfy them.

10. Limitation of time

Urgency grabs the most attention. For example, people tend to click faster on “2 hours left” or on “only 1 day remaining”. Conduct an A/B test to observe if you should include a campaign that displays on the placement instantly or the one which takes time. Test if the urgent ones are better options than normal.

11. Price variations

Test what type of price formulation retains the interests of the subscribers. Like, is “20% off” working effectively than “Save 200 bucks”.

12. Color of the letter 

As mentioned earlier different colors have a different impact on one’s mind. You must test the best color which suits your article the most. According to a survey, it is stated that the yellow color grabs the attention.

The red color is responsible for stating urgency. Blue is one of the best colors to provoke a sense of trust amongst the consumers. Black is stated as the symbol of luxury or power.

Choose the best color for the letter based on A/B tests.

13. Adding additional elements

Icons, arrows, etc are the additional elements that serve to highlight the most crucial part of the email. These extra elements tend to captivate the reader more.

14. Isolation of products with special blocks

Increasing the Click-Through Rate is very crucial in email marketing. The best graphic format of costs will aid in grabbing the interests of the consumers. A/B will aid your understanding of the Click-Through Rate and provide your solutions.

15. Full redesign

There will be times when you would want to entirely redesign the visual format of your email. An A/B test would aid you with the best graphic format results.

Enhancing the solid text with more graphical content will benefit you with a wider audience. Insert pictures, animations, etc to enhance the simple text.

16. Variations in the images of the product 

Click pictures of your products in different styles and angles. Edit them so that the pictures are visually pleasant and fresh. Understand what kind of aesthetics your subscribers are into and their area of interest.

17. Number of photos in the newsletter

At times it becomes very difficult to decide how the photos of the products may impact the interest of the consumer. You can include the characteristics and advantages of your products and also describe your whole range of products.

18. The size of the products in the images 

Preferably, the size of the products in the images should be large. This will help the product to stand out and also the viewers can look into the details of it. However, you can also add small images while displaying a wide range of your products. Your audience may be into watching images or even videos. Testing the visual content is also very crucial.

19. Video in Email

Adding video in the email is going to make it bigger. However, the videos in the email are a fun experiment. You can display the products, or include tutoring material, or wish your subscribers on special occasions in your videos.

Video pages on the web are accomplishing great sales. So maybe the videos in the email will do the same.

20. Using GIF images

Using GIF images is a factor that also depends on the type of audience you pertain to. Viewers may get bored by watching static images so GIFs will naturally interest them more. GIFs are also successful in creating a vibrant preview of the video. Adding GIFs creates a craving amongst the viewer to watch the full video.

21. Sending time

Engagement with the emails depends on what time you send the email to the recipients. Generally, sending recreational emails on Friday is convenient as it is followed by a weekend. Tuesdays are the best days to send in business-related emails and viewers are very enthusiastic on this day. Test which sending time brings more engagement with your emails.

22. Different Offers

Test which are offers that subscribers approve the most. Like are they into promotions, sales, bonuses, etc? Many subscribers will be into it and many maybe not. Observe the metric indicators and replace offers accordingly.

Some subscribers are also interested in using free trials of your services. You can introduce such offers in your email and get them on board.

23. Using humor

This generation is more into memes and they like stuff that can tingle their funny bone. Test if your subscribers respond well to the humor in emails.

24. Old versus new tactics

In email marketing, one is always afraid to test out new tactics. The post results concern us the most when it comes to new tactics. Here’s when A/B testing comes in very handy. A/B testing will aid you to test it on a small batch of subscribers first. These results will help you whether to choose old or new tactics.

25. Clear vs Curiosity 

Many times, a simple solid text on a subject line will not be as attractive as a twisty one. Teasing the content, a bit can help you grab the attention of the subscribers more. Test it out!

26. No Personalization at all

Sometimes no personalization at all can also gain you great engagement rates. Nevertheless, keep testing to find the best solution.

27. First and Last Name

It may sound too much for the first time. But the results of adding the First and Last names have led to bringing good engagement rates. Give it a shot right away!

28. No ” re” and with “re” in Follow-ups

Most of the people captivate to the “re:” in the subject line and click on it right away. Generally, it is effective.

There are a bunch of people who are not interested in clicking on such kinds of emails. Test it now to know what your target audience likes the most!

29. Using Fwd: in Follow-ups

Just like “re:” using Fwd: is liked by most people but not everyone. Examine if using fwd: in follow-ups boost your engagement or not.

30. Hey vs. Hi vs. Hello vs. Name. 

After the subject line, a recipient would read these greetings. The greetings determine the tone of appeal.

Hey and Hi are informal types of greetings. Hello definitely makes it more formal and the name determines that you are very serious. Choose the greeting according to your approach. However, experimenting can surprise you.

31. Using “good morning” or “good afternoon” or “good evening”

Usage of such greetings depends on what time of the day you are sending this email. Its effect also depends on how quickly your subscribers are going to open this mail. You can rather add substitutes like “This afternoon, we are introducing ….” This emphasizes urgency as well as a sense of belief amongst the recipients.

32. Introduction in First Line vs No Introduction in First Line

If you add an introduction in the first line that will be visible before the people even open the email. The chances of people ignoring such emails are more. But this is worth testing to know the preferences of the audience.

33. Negative Copy 

Bringing up common errors made regarding your techniques is periodically an incredible way. Can you convert your copy negative to accentuate the discomfort point or common degree of mistakes? Try it out.

34. First Line Lead in Question Relevant to Pain Point

You understand the buyer’s pain naturally when you invest time in formulating your ideal consumer profiles. This is one of the best email A/B tests.

35. Images vs no Images 

Images help to formulate the email attractively. You can add images when you send in some sort of reports which are well designed, some funny memes, etc. Images can benefit or not test it out.

36. Long Form vs Short Form 

If you are sending a cold email it is suggested that you must use short forms. But sometimes long and descriptive forms may surprise your engagement rates.

37. Numbered Lists or Bullet points or None

Conveying the information through points makes it visually pleasing and readable. Points can also aid the process of downloading any resources if you want to! Testing will help you assure if you want to include points or not.

38. More Extreme-ish Copy (Careful!)

It is very interesting when you add a hint of humor to your brand. People find it very attractive. Except for the ones who don’t like such jokes. Hence be careful while adding humor. Make sure you don’t add any obscene lines in your email which can offend the recipients.

39. The First Name Twice vs Once

Mentioning the first name in the emails can be nice. Adding it twice can make the emails even better. Make sure you do not add the first name twice if it is a short email. This may exaggerate your point of view. Better test it out.

40. Company Name Twice vs Once

Just like the first name company’s name adheres to the same format. Just instead of the first name, it’s your company’s name.

41. Heavily Customized vs “Personalized” (example of how we’re doing it currently)

To test this out you send one batch of emails that are heavily customized and the other half which are personalized.

You can check who has engaged the most with your emails when personalized and pay attention to only them. This way you can analyze the number of people interested in your work and can put efforts only into such an interested audience.

42. Facts vs Psychology

People connect more when there is an emotional factor or a sense of belief. Rather than just facts including emotions can benefit you more. Test it out to see what works the best for you.

43. Pop Culture/ Trend

This generation is known for its attachment to trends and pop culture. Attaching funny and trending pop culture references in your email which complement your products is a good idea. Give it a shot on your emails.

44. No Pitch (in the email)

If you create resources you know there are pitched in them. If you are creating a good pitch buyers will want to purchase your product. But is it good to pitch in the mail or not? Is there a need to add resources to pitch for the product? Give it a try!

45. Sign Off Testing (Best, Cheers, Thanks, etc.)

Forbes has listed nearly 89 ways of signing off on emails. Maybe you’ll find the accurate one in this pool of ideas. Go find it now!

46. Signature with Vs. without Images

You need to try all the images which associate your product and your company’s name/logo. Adhere to what is best for your business.

47. Full Signature in Every Email Vs. Only the First

You can add a Full signature and your work post in one batch of emails. In other emails just add your first name without any extra information about you. Run a test and stick with the best option.

48. “Real” Signature (image)

Add your real-life signature image in one test and a typed version of your signature in another. A real-life signature will either add a personal touch or not. It could benefit you the most or even not at all. Give it a try.

49. Short Signature Before the Full Signature

Many formal emails have a short signature before the full signature. To be honest it adds more of your personal touch to your emails. It looks bulky but it can efficiently increase engagement rates.

50. Phone Number Vs. No Phone Number 

Adding a phone number can add value to your email as the subscribers can be sure of trusting you. A phone number also creates a sense of reliability. You can test out whether it is efficient in creating an impact on your subscribers or not.


Start with A/B tests today! Create assumptions for how you can enhance your email marketing. Accordingly, set up an A/B test, create batches, and send away your emails. You can observe either an increase or decrease in the engagement rates. If there is an increase well and good but if there is a decrease, then you will get to know what your audience prefers the most. Bolster your email marketing with Deliver2inbox email marketing service.

Prioritize the A/B split testing to improve your tools and the effect of your email. Through these split tests, you can examine all the critical components of email marketing. 

Frequently Asked Questions


What is split testing in email marketing?

Split testing email marketing is also known as A/B split testing are two options of email marketing campaigns. These campaigns help to choose the most effective options in terms of engagement rates. You set up two variations of a single campaign and send it to a small batch of people of your total subscribers.

How many variations should I have in A/B testing?

Let’s say you have 4 different variations to test what works the best for you. So you need to understand that if you add all 4 variations in single ab testing in digital marketing you can get mixed results. It may become tedious work to find out what worked out for you. So ideally, you should test two variations in a single test and then the next variation in the next test to find out the winning variation.

How many visits to a page do I need to get good results with A/B testing?

You need to be sure about the statistical significance before checking the results of a b testing of Email marketing strategy. You need to be at least 95% sure about the results. However, A/B testing has built-in statistical significance tools so it would directly notify you when the result is ready for interpretation.

What’s multivariate testing, and how does it compare to A/B testing?

A/B testing is commonly utilized for redesigns to test out the potency of a single design way or theory against a goal. Multivariate testing email marketing inclines to be utilized for smaller differences over a bigger duration. It will withstand several elements of your site and experiment with all possible combinations of these components concurrently for ongoing optimization.

The major difference between ab testing multivariate testing in email marketing is that A/B testing is a faster method when it comes to meaningful results.

Does A/B testing negatively affect SEO?

No a/b testing does not affect the SEO rankings. It is a common myth amongst email marketers that it degrades the SEO rankings. You can hence use A/B testing ideas in your emails to improve the efficiency of your website.

Can you run A/B tests on things other than web pages?

Definitely! You can use A/B tests for free email testing, CTAs, and PPC campaigns other than web pages.

Ab testing in emails comprises the subject line variations, personalization variations, etc. In PPC campaigns you can use this test for altering the headline, link text, etc. With CTAs you can change text’s shape, size, color, and location on the website.

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