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A/B testing
A/B testing is when you send out two versions of the same newsletter (or web page, or any other digital marketing item) with differences – it might be in the headings, imagery, or subject line. A small percentage of your newsletter send will be split, some sent to group A and some to group B. After a period, whichever group returns the most favourable data (opens and clicks), the rest of the database will be sent that version. It’s a great way to discover what your audience will put up with. Swearing or proper English? Graphic imagery or standard photos? Short and sweet or detailed?