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How the World’s Best Email Brands Run A/B Tests


To build a best-in-class email program, you need to constantly improve—and there’s no better way to learn fast than through testing and experimentation. Brands that make A/B testing and email experiments a priority are proven to see better results. Our research shows that companies that A/B test every email see email marketing returns that are 37% higher than those of brands that never include A/B tests.

Brands that A/B test every email see email marketing ROIs that are 37% higher than those of brands that never include A/B tests.
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But how do you design an A/B testing framework and run experiments that deliver measurable results that drive the bottom line?

A/B testing tips from the world’s leading email marketers

We curated the most popular Litmus Live sessions around A/B testing and experimentation to give you insights into how some of the world’s best email marketers make their emails a little better every day. Each session provides actionable advice on how you can bring your A/B testing and experimentation to the next level.

Practical Tips for Designing, Running and Measuring Impactful Experiments

Tyler Michel, Square

With the right balance of art and science, you can leverage email experimentation to expand your impact far beyond the scope of the channel. Tyler Michel from Square walks through what  makes email experimentation so powerful, how reusable frameworks help you decide what to test, and how to measure experiments the right way.

A Framework for Rapid Email Experimentation

Rian Lemmer, Intuit
Kate Tinklenberg, Intuit

Want quicker insights and improvements for your email marketing program? By implementing a framework for experimentation, you can make better assumptions, build and test hypotheses, and get real results faster than ever before. See how Intuit learned to fall in love with the problem (not the solution), got scrappy, and implemented a robust framework for email experimentation that made a difference.

Driving Downstream Funnel Metrics with A/B Testing

Lindsay Brothers, Indeed

Too often, we focus on the metrics associated with an email send without looking at how that campaign affects every other part of the marketing funnel. Get an inside look at how Indeed used experiments to drive core downstream metrics, including insights into what to test, how to track it, and how to apply their concepts to your own campaigns.

Better Email Onboarding Through Strategy, Testing, and Experimentation

Chris Kaundart, Atlassian

Email onboarding is hard. By adopting an experimental mindset, you can test new concepts to see what provides the most value for new subscribers. Using this information, you can set better goals, measure your successes, and—more importantly—push the boundaries of what’s possible in email onboarding for more successful programs.

Building an Email Growth Model

Ed Burrows, Phiture

Ever feel like you’re just running random tests without knowing whether or not they’ll have any impact? With an email growth model, you can confidently find and leverage optimization opportunities to improve your campaigns. Learn how to apply growth principles to email programs to build a framework for designing experiments that increase conversions and get the most value out of your subscribers.

Learn from more email experts

Join us for Litmus Livethe event for every email designer, coder, marketer, strategist, and leader! Find out why our conference is a favorite in the email community. You’ll get practical advice and new ideas to take your email marketing program to the next level. Plus, network with email pros from around the world in every industry.

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Bettina Specht

Bettina Specht

Bettina Specht was the Senior Content & Lifecycle Campaigns Manager at Litmus