A/B testing was invented to predict the metrics of your mailings. A/B testing allows you to compare elements of your postings and use the more effective variants with the highest delivery rates, open rates, and clicks through.  

There are many elements of your email campaign that you can test, including: 

  • the email subject;
  • the sender’s data;
  • the preheader;
  • the location of the text box;
  • the heading settings, such as the font and the size;
  • the main text settings, such as the font and the size;
  • the calls to action, and their number and location;
  • the number of photos in the emails;
  • using animated pictures like GIFs and videos;
  • the number of links.

For example, imagine you have two subject lines — "Gift for you!" and "We’ve got something interesting for you!" — but you don't know which one to use as you don't know which one will work best. In this situation, you should test them. While conducting the A/B test, SendPulse will create two different mailings with two different subject lines.


In the A/B test, you should define the "Choice Criterion," which determines the "winner" variant of the mailings. In our option, the choice criterion is the open rate. When testing the subject line, this is more suitable than clicks through.


Email “A” will be sent to 20% of your address book, as will email “B.” When the results are available, send the “winning” email to the remaining 60% of recipients.  

That is how you can increase the metric measurements of your newsletters with the help of A/B testing.

You can follow this guide to conduct an A/B test for your email campaign.


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If you are interested in email A/B testing, you might be interested in our bulk email service