A/B Testing and improving your email campaigns
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A/B Testing allows you to compare two variants of the same campaign to see which has the highest open rate/click through rate/conversions etc.
You can monitor the results and select whichever variable performs the best for your main send – survival of the fittest, if you will. This makes you more likely to achieve the highest possible open, click and conversion rates from the content options you have available. You can then evolve your email campaigns to maximise their effectiveness and your return on investment.