A common technique in digital marketing, A/B testing two versions of the same marketing message at the same time to see which produces the best results. The way it works is that the recipients are split randomly into two groups, with each group being sent slightly different versions of the same email message or web page to see which gets the best results. In the simplest form of testing, only one element in the message or page would be changed – the subject line or headline, or the color of a button, for instance.
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