You sent out your latest email campaign. It gets a few decent opens. A few clicks. Some sales. But you’re wondering if you could have done better.
A/B testing is a clear way to improve your campaigns by testing what was actually proven to work. not relying on assumptions.
We’ll guide you through what to test, how long to run it, and how to turn results into consistent revenue growth.
Studies show that email generates $36 for every $1 spent. This means email is one of the highest-ROI channels. This average includes brands that constantly test and optimize their emails.
The difference between a 2% and a 4% conversion rate can be one well-executed A/B test away.
Subject lines are the best way to start testing because they’re the first thing subscribers see. Research even shows that 47% of people open an email because of the subject line.
What to test:
Test short copy versus detailed copy. Some audiences want quick, scannable emails. Others prefer detailed product descriptions and storytelling. [Your welcome email series can be a great place to test this since new subscribers are highly engaged].
Test social proof placement. Try putting customer reviews near the top of your email versus near the bottom. Photos of real customers using your products can also boost credibility differently depending on where they appear.
Test value propositions. Maybe “Free shipping on orders over $50” perform better than “Get your order delivered free?. The same offer, framed differently, can produce very different results.
Your CTA makes the conversions happen. Even small changes here can create big swings in click-through rates.
Here’s what to test:
Button copy. “Shop Now” is generic but clear. “Get Yours” creates ownership. “See What’s New” works for curiosity-driven audiences. Test first-person language like “Show Me” against traditional third-person commands.
Button color and size. A button that stands out from the rest of your email design typically performs better. Test a contrasting color against your brand colors to see if visibility trumps brand consistency.
Button placement. CTAs can be beneficial both early and late in the message. Here’s a simple CTA A/B test: test a single CTA at the bottom against multiple CTAs throughout the email. Your audience will naturally show you what they prefer.
Timing your email frequency correctly significantly impacts a campaign’s performance. Not everyone checks their email at the same time!
Test according to these send times and days:
Weekday versus weekend sends. Conventional wisdom says weekdays perform better, but tons of brands ecommerce brands see their audience browse and shop Saturday mornings or Sunday evenings.
Morning versus evening sends. Are your customers checking email over breakfast or after dinner? Test 8 AM against 7 PM to find out.
Test consistency. Some brands see better engagement from regular Thursday sends. Others find variety keeps subscribers interested. Test a consistent send day for a month, then switch to varied days and compare engagement over time.
Test single-column versus multi-column layouts. Many people read emails on phones, so mobile optimization is key, so you might find the single-column design wins out.
Test images versus text-heavy designs. Product images sell, but too many images can be overwhelming.
Test GIFs and videos. A static image against an animated version to see if movement increases clicks.
Running tests too short gives you incomplete data. Running them too long wastes opportunities to implement winning variations. The right testing duration balances statistical significance with practical needs.
Run your A/B test for 24-48 hours MINIMUM so you can measure performance across different times and devices. For smaller segments, let it run for a full week to get enough data.
When should you stop testing? Once you reach statistical significance. All this means is that you want to aim for at least a 95% confidence level before declaring a winner.
Create a testing schedule so you’re consistently learning and improving.Here’s a simple framework:
Week 1: Test subject lines on your main promotional email.
Week 2: Test CTA copy on your weekly newsletter.
Week 3: Test send times for your abandoned cart series.
Week 4: Test email design for a product launch campaign.
By rotating what you test each month, you’ll build a clear picture of what resonates most with your audience.
The goal of A/B testing isn’t to find a“perfect email” that works forever. Everything changes – your audience, your products, inbox behavior. Consistent A/B testing is a simple system to help you improve, based on what’s working today.
Test and track those small improvements – they compound into serious revenue over time.
Your next winning email campaign is one test away.
Ready to build an email strategy that converts? Schedule a consultation and let’s discuss how we can help create a testing framework that drives real results for your ecommerce business.