What's the best way to recover customers who haven't purchased recently?

A/B Testing for Email Campaigns

Email A/B testing is one of the highest-ROI marketing activities available - every winning test compounds across future sends. But most brands test too small, too fast, and with the wrong metrics.

What to Test and in What Order

Testing Discipline Rules

• One variable per test - changing subject line AND layout in the same test makes results uninterpretable
• Minimum 1,000 subscribers per variant - smaller tests produce statistically unreliable results
• 95% confidence before declaring a winner - most email platform calculators will show this
• Test the same day and time for both variants - behavioral patterns shift by day of week
• Document and apply learnings - create a test log that carries winning insights forward

Extending Email Tests to On-Site

Email A/B tests often reveal what messaging resonates - but the real conversion happens on-site. Once you identify a winning offer type from email tests (e.g., free gift outperforms percentage off), apply the same logic to on-site campaigns. Growth Suite's A/B Testing Module within Trigger Campaigns lets you validate the same hypothesis on-site with live traffic, confirming whether the email finding holds across the full conversion funnel.