What is A/B testing?
A/B testing for email newsletters is a method of comparing two versions of an email campaign to determine which one performs better. This is typically done by randomly dividing a sample group into two subgroups and sending each subgroup a different version of the email. The performance of each version is then measured and analyzed to determine which version is more effective in achieving the desired outcomes, such as increased opens, clicks, or conversions. A/B testing allows marketers to optimize their email campaigns by identifying which elements, such as subject lines, images, or calls to action, are most effective in driving desired results.
I chose this project because it incapsulated several concepts that I have learned in both my academic and previous experiences. Also, from a student's perspective, the Student Life Newsletter is something that I was constantly familiar with. I wanted to take on the challenge of discovering how to make the newsletter perform better. I tackled that problem through the scientific method, and developed a plan of action to successfully carry out this project.
