Because email shouldn’t feel like yelling into the void
There’s a point in every email marketer’s life when they hit “send” and immediately feel like they’re launching a message in a bottle across a very large, very quiet ocean.
Maybe it gets opened. Maybe someone clicks. Maybe it ends up in the Promotions tab with a thousand other beautifully ignored attempts at engagement.
The truth? Most email campaigns underperform not because your content is bad—but because you’re guessing.
And guessing is not a growth strategy.
If you want better email marketing performance, you don’t need a new ESP or a viral gimmick. You need better questions—and a system to test your assumptions. That’s where A/B testing comes in.
Done right, it gives you real insight into what your audience actually responds to. Not what they say they like. What they click.
Here are 12 A/B testing ideas to take your emails from “meh” to meaningful, with examples, strategy tips, and nuance—because “test your subject line” just isn’t enough anymore.
1. Personality vs. polish in subject lines
Let’s start with the obvious—but turn it up.
Yes, you should test subject lines. But instead of just tweaking word count or emoji usage, try testing tone.
Imagine this:
- A: “April product updates are live”
- B: “You blinked. April’s gone. Here’s what we built.”
Both are technically correct. But they feel different. One is polite. One is playful.
In a sea of formal newsletters, personality stands out. Especially in inboxes that are full of cold B2B copy.
👉 Pro tip: You’re not just testing click-through rates. You’re testing voice. Which tone gets people to lean in, not tune out?
2. Using the recipient’s name in the subject line… or not
Personalization is tricky. Done well, it creates intimacy. Done poorly, it feels fake.
Let’s say your platform allows you to use the recipient’s name:
- A: “Sarah, your April metrics are ready”
- B: “Your April metrics are ready”
You might assume version A always wins. It doesn’t. Sometimes the “personalization” triggers spam filters. Other times, it just feels gimmicky. Or worse—creepy.
Test it. And segment the results. New leads might prefer generic. Existing customers might love the 1-on-1 feel.
3. Preview text: tease vs. tell
You know that little line next to your subject line? That’s email real estate gold.
Testing preview text is often overlooked, but it can double your open rates if you get it right.
For example:
- A: “New features, better speed, plus one surprise.”
- B: “We rebuilt the dashboard. You’ll notice the difference.”
Version A creates curiosity. Version B creates clarity. Which one works better? Depends on your audience’s mood.
👉 What to look for: Opens from mobile vs. desktop. Curiosity-driven opens are often mobile-heavy. Clarity often wins with decision-makers scanning fast.
4. CTA buttons: one or multiple?
Conventional wisdom says: “Give them one clear call to action.”
But we live in a multi-tab world. Sometimes, people want options.
Try this:
- A: One button: “Start free trial”
- B: Three buttons: “Start trial,” “View pricing,” “Talk to sales”
You’re not being indecisive—you’re meeting users where they are.
Some are ready to buy. Others need to think. Give them paths.
👉 What to measure: Not just total clicks, but click intent. Which buttons are people choosing? That’s segmentation gold.
5. Sell hard above the fold… or don’t
Most email clients display the first 2–3 inches of your email without scrolling. That’s your prime real estate.
Some brands cram their CTA into that top section. Others warm people up with a bit of narrative first.
Test it:
- A: “50% off today only—click here” right at the top
- B: “Over the past few months, we’ve been rebuilding [Feature]…”
Version A is transactional. Version B is storytelling.
Both have their place—but you won’t know which lands better until you watch engagement heatmaps and scroll depth.
6. Static hero image vs. GIF or motion
Visuals can elevate—or tank—email performance. Animated GIFs can draw attention… or tank load speeds. And some clients block them entirely.
Test:
- A: Static header image with key message
- B: Looping product demo GIF
The win here isn’t always in clicks—it’s in message clarity. If a GIF helps people “get it” instantly, it may outperform even if the click rate stays flat.
👉 Caveat: Always optimize images for size. Nothing kills performance like a bloated GIF that loads like a slideshow on 3G.
7. Design-heavy vs. plain-text emails
This is the A/B test no one wants to run… but absolutely should.
Design-heavy newsletters look beautiful. But they can also scream “marketing.” And for some audiences, that’s an instant delete.
Try sending:
- A: Full-brand HTML template with modules and visuals
- B: Plain-text message “from” a real person (with their face and name)
You’d be amazed how often the “ugly” version wins—especially in B2B, SaaS, or high-trust segments like finance or health.
👉 Real insight: This test isn’t about design. It’s about perceived intent. Plain-text says, “I wrote this for you.” HTML says, “We built this for a list.”
8. Send time: you think you know, but test anyway
Marketers love to quote benchmarks: “Tuesdays at 10 AM convert best!”
That’s true… for someone else’s audience.
Instead of trusting general advice, split your list and send the exact same email at two different times (or days). Monitor not just open rates, but also time-to-click and conversions.
You might find that early morning or late evenings outperform “business hours.” Or that weekends work better for certain personas.
9. FOMO vs. benefit-first copy
Urgency is a classic lever. So is outcome-based language. One stirs anxiety. The other stirs aspiration.
Test copy like this:
- A: “Only 12 hours left to grab your spot”
- B: “Launch your first campaign in under 10 minutes”
Both are compelling—but appeal to different instincts. The right one for you? Only the data knows.
10. Feature-driven vs. social proof framing
Product marketers love to list features. But users often want reassurance from people like them, so get them as much social proof .
Try reframing:
- A: “With our new AI automation, you’ll save 6+ hours/week.”
- B: “Here’s how Sam (Head of Ops at Company X) saved 6 hours/week.”
Same point, different delivery. One builds credibility, the other builds connection.
11. Scroll depth: long-form or short-form?
Don’t assume shorter is better. Sometimes your audience wants more detail before they click.
Test:
- A: Quick, punchy version with single CTA above the fold
- B: Deeper scroll with use cases, testimonials, secondary links
You’re not just looking for more clicks—you’re looking for more qualified clicks.
Bonus: track who scrolled to the bottom. That’s a warm lead. Segment accordingly.
12. Brand signature vs. human sender
This one seems small, but it’s a huge signal of intent.
Try:
- A: Signed off from “The [Company] Team”
- B: Signed off from a real person: “Jane, Customer Success Lead”
Better yet, add a photo. Add a Calendly link. Add something that shows there’s a human behind the keyboard.
People don’t build trust with brands. They build trust with people.
So, should you test everything at once?
Absolutely not.
The golden rule of A/B testing is this: test one thing at a time.
Otherwise, you won’t know what caused the change. Your email could bomb because of a subject line or a bad GIF. And you’ll never know which one was the culprit.
Start small. Prioritize based on impact. Focus on one variable per campaign.
And above all, track insights, not just wins. A test that flops is just a lesson that cost you nothing.
Final word: A/B testing is a mindset, not a checkbox
Running A/B tests isn’t just about “improving performance.” It’s about getting closer to your audience—how they think, what they respond to, what they ignore, what they value. The best Shopify affiliate apps can even help optimize those insights for better targeting.
Each test gives you a slightly clearer picture of what works. And once you string enough of those together, you’re not guessing anymore. You’re building email campaigns that land, convert, and resonate.
So go test something that makes you nervous.
Because the best results usually live just outside your comfort zone.
