5 Tips for A/B Split Testing for Perfection

The value of email marketing has been well documented over the years. It remains the digital marketing channel with the best return on investment for marketers, retailers included. With this in mind, here are five tips for helping your company establish an effective A/B email testing program:

1. Defining a "classic" campaign. Most men have at least one nice white dress shirt paired with a tie in their closet — a classic standard benchmark in the world of men's fashion. Similarly, it's critical to create an optimal campaign as the benchmark control message; otherwise, testing without comparisons is a waste of time. Establish a set time period to measure the success of the control message and use that time period for all additional minor changes.