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What is A/B testing?

A/B testing compares 2 versions of a variable in your content or marketing tool. For example, in email marketing, A/B testing often means sending the same email, but with a different subject line to different segments of your mailing list and monitoring what has the best open rates.

Resist the urge to change more than one thing when you create different versions of an email for an A/B test. If you change more than one thing, you won’t know what moved the dial.
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