Email A/B testing: Your shortcut to better results

Here’s the truth: most small businesses aren’t testing nearly enough.

And when they do, it’s often a one-time thing that gets pushed to the bottom of the to-do list (I get it, testing feels like extra work).

But here’s the kicker: A/B testing = faster results.

Less guessing. More sales. Happier customers. Isn’t that the dream?

What to A/B test in your emails

If you’re ready to get more from the emails you’re already sending, here are some smart places to start:

✅ Subject lines: curiosity vs. benefit-led
✅ Button copy (or even button colour, if you’re feeling bold)
✅ The first impression: your headline or hook
✅ Recommended products vs. your all-time bestsellers
✅ Emojis: yay or nay (in subject lines and body copy)
✅ Incentives: £10 off vs. 10% off
✅ Design style: header image vs. plain + punchy

Pro tip: Don’t test everything at once

The biggest mistake people make? Trying to test too much at the same time.

Instead, pick one element that matters most to your audience and focus on that. Once you have a winner, move to the next.

Over time, these small wins add up to big results.

Stop guessing, start testing

If you’re sending emails and hoping for the best, it’s time to stop the guesswork.

That’s exactly what we do inside The Email Fix - our done-for-you Klaviyo audit for Shopify brands.

We’ll take a look under the hood and show you exactly what to test first in your flows, campaigns, and forms so you can see real results (without wasting weeks tinkering with button colours).