A/B testing is non-negotiable if you want to make sure that your email campaign will actually work and you haven’t wasted time or resources. You need to test for everything: Colors, design, copy, CTAs, subject lines, the works!
Of course, you’ll need to test for mobile and desktop view on top of everything. You see, you’ve only got one shot, so you need to make sure it will be the right one.
Test one component at a time, to make sure that you know what made a difference to the open and click-through rates, try different combinations and study your data very well. That way, you’ll end up with emails that will most definitely convert, seeing as you’ll know what was preferred, by whom and why.
Additionally, consider factoring in the optimal timing for sending emails
during the A/B testing process. Identifying the most effective time slots can impact engagement.