A/B testing, also known as split testing, is a method used to compare two versions of an email to see which one performs better. The analytics team plays a crucial role in:
Designing Tests: Identifying variables to test (e.g., subject lines, images, call-to-actions). Running Experiments: Sending different versions to a random sample of recipients. Analyzing Results: Comparing performance metrics to determine the winning version.
This process helps in making data-driven decisions to optimize future email campaigns.