What does the term "A/B testing" refer to?

The term "A/B testing" refers to the practice of comparing two different variations of a marketing asset, such as email designs, to determine which one performs better in achieving a specific goal. In the context of email marketing, this could involve sending one version of an email to a subset of recipients and another version to a different subset, allowing marketers to evaluate which design leads to higher engagement rates, such as clicks or conversions.

This method is crucial for optimizing campaigns, as it utilizes data-driven insights to enhance email effectiveness. By analyzing the performance results from the two designs, marketers can make informed decisions about which version to use for their broader audience, ultimately improving their overall marketing impact.

In contrast, tracking email open rates, modifying subject lines, or evaluating customer service performance do not encompass the essence of A/B testing as defined. These activities may contribute to an overall marketing strategy but do not focus specifically on the comparative analysis aspect that A/B testing embodies.