5 Tips for A/B Split Testing for Perfection

4. Break the rules (in style). As in fashion or business, trends are in the eye of the beholder, and often, rules are made to be broken. In my experience, conducting A/B split testing can help uncover preferences and positive reactions that go against widely accepted email marketing "best practices." For example, "short and sweet" might equate to "short and delete" and a detailed headline might land your email in the deleted folder. By identifying your own best practices instead of simply following industry norms, you'll pave your own path as a visionary campaign designer, catapulting your brand to center stage while your competition is left behind.