Unlock Effective Email Strategies: Avoid A/B Testing PitfallsUnlock Effective Email Strategies: Avoid A/B Testing Pitfalls
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Kazeem Sodunke
pro
• Feb 18
What most brands misunderstand about A/B testing in email.
A/B testing isn’t about finding the “best version.” It’s about learning what actually drives decisions.
But most ecommerce brands treat testing like a guessing game.
Change the subject line. Switch a button color. Declare a winner.
And nothing really improves long-term.
Here’s where the misunderstanding happens -
Testing tactics instead of hypotheses “Let’s test red vs blue” isn’t strategy. What belief are you trying to prove or disprove?
Testing too many things at once New design + new copy + new offer equals no real insight. You don’t know what actually worked.
Optimizing for opens instead of outcomes Higher opens don’t always mean more revenue. Conversion should be the goal.
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