Email A/B testing refers to the process of sending two variations of an email campaign to a portion of the email list, and then comparing the results to determine which version performed better. This type of testing enables marketers to determine the most effective elements of an email, such as subject line, content, design, and call-to-action, in order to improve the overall performance of their email marketing campaigns.
The goal of email A/B testing is to optimize the email campaign for higher open and click-through rates, and ultimately, drive more conversions and sales.