TestingPriority order for most teams: subject line → offer/CTA → send time → hero image → body copy length.
What to Test First
Priority order for most teams: subject line → offer/CTA → send time → hero image → body copy length.
Change one variable per test. Multivariate tests need larger lists to reach significance.
Sample Size and Confidence
Send the test to 20–30% of the list, wait 4–24 hours, then send the winner to the rest. Small lists need longer run times.
Do not call winners on tiny differences — look for meaningful CTR lifts.
Document and Compound Wins
Keep a test log: hypothesis, result, date, segment. Winning subject line patterns inform SMS and ad copy too.
Quarterly reviews reveal creative fatigue — refresh what stopped working.
Frequently Asked Questions
How long should an email A/B test run?
Usually 4–24 hours depending on list size and send window.
Can I test multiple subject lines?
Yes, with A/B/C tests if your platform supports it and audience is large enough.
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