A/B Testing in Email Marketing
Use A/B testing for your newsletter to find the best message for your target group.
- More Successful Email Campaigns
See which content and designs your recipients like the best. - Increase Open and Click Rates
Test and optimize your newsletter to increase opens and clicks. - Get More Out of Your Campaigns
Set up A/B testing with CleverReach in just a few clicks.

Put Your Gut Instincts to the Test: Use A/B Testing
Do you think you really know your customers—what they like and don't like, and what they'll respond to? A/B testing for your newsletters helps you get real, measurable results.
CleverReach is the simple and effective tool you need to optimize your newsletter campaigns with A/B testing.Discover which subject lines, content, and call-to-actions truly resonate with your target group. This lets you boost your open and click-through rates and turn your prospects into loyal customers.
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Increase Your Open Rates with A/B Testing
When you're putting together your newsletter in the editor, you can try out different subject lines with just one click to see what really gets people's attention. The subject line is what makes or breaks it. Will your newsletter make it to the inbox or will it end up in the trash?
Have some fun and explore the possibilities. Try out different subject lines – short and sweet versus long and detailed – and see what happens when you mix humor with facts. Test the waters with personalized addresses versus general formulations, and don't be afraid to throw in a few emojis.
The subject line A/B tests run for a period of time that you define. You’ll then automatically or manually get an analysis which subject line performs better. The winning version will then be sent to all the other people on your email list.
A/B testing is a great way to get your messages into people's inboxes in the best possible way, which will really help you to improve your open rates.
Test Your Newsletters with Email Automation

Make Your Newsletters More Effective
Our email automation is the ideal tool for testing the content of your newsletter or specific sections.
You can automatically split your newsletter into two groups to test different content against each other. Just decide on the distribution ratio you want, and you're all set.
To get meaningful results, you should only change one thing at a time in an A/B test. This way, you can be sure the results are accurate and see exactly what impact the changes have had.
Good to know: Browse our PUSH blog for more tips on A/B Testing.

Which Parameters Can You Test?
The short answer is that you can check anything you want.
- Layout: Improve your newsletter design, including the layout, size, color, and shape of buttons.
- Style of writing: Try out a personalized or a more general approach, or a formal vs. informal style of writing.
- Content: Try out different headings, layouts, text lengths, and wording, as well as direct calls to action.
- Promotions: Give different incentives a try, like free shipping, vouchers, or discounts.
- Sending time: Try out different sending times to see what works best for your target group.

Create Automation Workflow with A/B Test
- Create your automation workflow and define the trigger and a recipient list.
- Just use the "Split" element to split the selected recipient list into two groups. You can choose how you want to split groups—for example, 40% and 60%.
- Create two separate emails and add them to your email automation. Your test groups are randomly grouped, and the recipients are unaware that they are part of a test group.
- Once you've set the test duration, the system will do the rest! It'll evaluate which version is more successful for you. For example, you can determine the more successful newsletter version based on the open and click rates.
- If you're sending a regular newsletter, like a welcome email, you can use the higher-performance version after your test period.
6 Tips for Successful A/B Testing in Email Marketing
Define a Goal
Are you looking to boost your open rate or conversions? Or are you more focused on clicks? Figure out which key figure you want to improve first.
Define Your Test Parameters
The specific goal in mind will determine which variables are relevant and can affect the desired result. Test these two versions against each other.
Test on a Regular Basis
What's successful today might be old news in a year. It's a good idea to repeat your test at set intervals.
Simultaneous Testing
The time of sending out your email can falsify the test result. Therefore, send your two test variants at the same time if possible - unless you want to test the time of sending.
Select a Large Test Group
The test group must be large enough to achieve a representative result. The CleverReach email editor allows you to run an A/B test for the subject line. However, you will need a recipient list of at least 10 people to do this.
Keep an Eye on Your KPIs
And let's not forget the other key figures in email marketing. It's not just about the open, click-through, and conversion rates. It's also worth looking at bounces and unsubscribe rates, which you can improve with an A/B split test.

Test and Optimize Your Newsletters with CleverReach
Select the plan that’s right for you from our price plans. Send as many newsletters as you want with our flat rate models or book a fixed email quota.
- no setup fee
- multi-lingual service team
- detailed instructions, helpful video tutorials and inspiring blog posts
Maximize the Success of Your Newsletters
Take a look at our handy tools for sending out professional newsletters.
FAQs on A/B Testing in Email Marketing
What is a Newsletter A/B Test?
What Parameters Do I Need to Test for My Goals?
To get good results from A/B testing, you need to know what you're trying to achieve first. Which key figures should you be focusing on? And which elements of your newsletter are affecting which key figure?
Optimizing Your Open Rate:
- Subject and sender name
- Time of sending out your email (time and day of the week)
Higher Click Rate:
- Sequence
- Images, text, colors (style, number, arrangement)
- Call-To-Action Buttons (Arrangement, size, form, color)
Increasing Sales Through Higher Conversions:
- discounts and coupons
- free shipping
- Thank you gift