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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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