What is A/B testing?
A/B testing, also known as split campaign, is when you create and send different versions of one campaign to a section of your target audience and track which version gets the best engagement rate. Split campaign is advantageous as it allows you to analyze what works best with your customers so that you can improve your SMS and Email campaigns.
What to test?
We recommend you make just one change at a time in each version. This will provide clarity of how that particular change measures up against the original campaign without being mixed and confused by other data points.
Some suggestions for A/B testing are as follows:
Subject line: Changing the Subject of the different versions of the email campaign would give you insights about what subject text would get people to open the email.
Content: Test different text, layouts or formatting within the message body.
Time: Consider different times of sending different versions of the campaign to get insights into best times to capture the attention of your customers.