A/B Testing Ideas for Email Marketing: 102 Tests to Try

A/B testing in email marketing means sending two versions of an email that differ by one element to see which performs better. Campaigns can experiment with nearly unlimited combinations, from subject line testing to visual hierarchy adjustments, copy tests, button placements, and so much more.

These tests yield optimizations that help improve your marketing campaigns over time. Smart marketers selectively choose their tests and run them at opportune moments to gather valuable data. This data provides insights that evolve the approach to email marketing, allowing for continuous refinement. No one gets it perfect right away, but with A/B testing, you can optimize and enhance your performance over time to generate uncommon results.

The headroom is real: in Knak’s 2026 State of Marketing Production survey, 55% of marketers are satisfied with email performance but still see room for improvement. Once you pick a test, our guide to A/B email testing metrics covers how to read the results.

In this blog post, we’re sharing 102 A/B testing examples for email marketing, ensuring you’re never without inspiration for your next test.

Subject Line Testing

Subject Line Testing is perhaps one of the most effective and simplest ways to implement A/B testing in your email marketing. The subject line’s visibility in the email inbox makes it a prime candidate for generating a response. In this section, we have 14 examples of subject line tests you can run.

Here are the highest-signal subject line tests at a glance, with each one detailed below.

Length of Subject Line

You can compare the performance of short and long subject lines to see if a concise message attracts more opens, or if a longer, more detailed subject line performs better. An example could be: “Big Sale Today!” For a longer one: “Huge Savings on All Products This Weekend Only – Don’t Miss Out!”

Personalization

Do personalization elements, like the recipient’s first name or location, work better than a generic subject line? While studies often show personalization helps increase open rates, experimenting with how you use personalization is a key opportunity in A/B testing. For example, personalized: “John, Your Exclusive Offer Awaits!” Or generic: “Your Exclusive Offer Awaits!”

Question vs. Statement

The phrasing of your subject line can impact engagement. Does a question generate more clicks than a statement? Examples include “Ready to Save 20% on Your Next Order?” for a question, or “Save 20% on Your Next Order Today!” as a statement.

Urgency vs. Statement

Subject lines that convey urgency can encourage users to click out of fear of missing out. Compare an urgent subject line with one that doesn’t, to see which works better. For example, with urgency: “Hurry, Only 24 Hours Left to Save!” vs. a simple statement: “Get 20% Off Your Next Order.”

Highlight Incentives

Testing subject lines that directly highlight incentives, such as discounts or free shipping, versus those without explicit incentives can show which approach your audience responds to best. For instance, highlighted incentive: “Free Shipping on Orders Over $50!” vs. no incentive highlighted: “Check Out Our Latest Collection.”

Use of Numbers

Special characters or numbers, like percentages, may catch the eye and increase open rates. For example, “5 Ways to Save on Your Next Purchase” versus “Discover How to Save on Your Next Purchase.”

Formal vs. Casual

Does a professional tone or a casual, conversational tone perform better with your audience? Test to see which resonates. For example, formal: “Exclusive Offer for Our Valued Customers” vs. casual: “Hey, Ready for a Special Deal?”

FOMO (Fear of Missing Out)

Test how subject lines that use fear of missing out (FOMO) compare with neutral ones to see if FOMO drives higher opens. For instance, FOMO: “Don’t Miss Out—Limited Stock Available!” vs. neutral: “Check Out Our New Collection Today.”

Curiosity vs. Direct Offer

Curiosity can entice opens, but some audiences may prefer a direct offer. Try “You Won’t Believe What’s Inside…” vs. “20% Off All Items Today Only!”

Emoji vs. No Emoji

Does using emojis in your subject line increase open rates, or does plain text work better? For example, with an emoji: “🎉 Don’t Miss Our Biggest Sale of the Year!” vs. without: “Don’t Miss Our Biggest Sale of the Year.”

Discount vs. Non-Monetary Benefit

Consider if emphasizing a discount directly encourages opens, or if non-monetary benefits like free resources are more effective. For example, discount: “Get 20% Off Your Next Purchase!” vs. non-monetary benefit: “Unlock Exclusive Access to Our Latest Guide.”

First Person vs. Third Person

Compare subject lines written in the first person (e.g., “I” or “we”) with those using the third person (e.g., “you” or “they”) to see which resonates. For example, first person: “We’ve Got Something Special for You!” vs. third person: “You’ve Got Something Special Waiting.”

Exclusivity

Implying exclusivity in a subject line can entice opens. For example, “John, This Offer Is Just for You!” vs. a more general: “Check Out This Special Offer.”

Punctuation

Experiment with punctuation in subject lines, like exclamation points or question marks, versus avoiding punctuation. For instance, “Limited-Time Offer—Don’t Miss Out!” versus “Limited Time Offer Don’t Miss Out” with no punctuation.

If you run out of variants to test, our guide to using AI to optimize subject lines shows how generators can speed up ideation.

Preheader Text Testing

Preheader text pairs beautifully with subject lines. It can create a one-two punch to entice users to open the email, giving insight into what’s inside. Here are 13 preheader A/B tests you can run, summarized at a glance.

Beyond the table, the same testing logic applies to preheader tone, exclusivity, social proof, questions vs. statements, benefit-driven vs. curiosity-driven framing, discount details vs. mystery, incentives, and emojis.

Preheader length, character limits, and full best practices now live in our guide to email preview text, which covers the preview text and preheader territory in depth.

Call-to-Action Testing

The call to action is the centerpiece of your email. It’s what your analytics likely tracks most, as it provides users with a direct opportunity to engage with your brand. Testing your CTAs in emails can have a dramatic effect on the effectiveness of your email marketing. Here are 14 CTA tests you can run.

These five CTA tests are the best starting points, and the full list follows.

CTA Button Text

How does the wording impact click-through rates on your buttons? Comparing different CTA button texts is a great place to start to see what resonates best with your users. For instance, “Shop Now” vs. “Discover More.”

Button Color

Within your brand’s color palette, try testing different button colors to see if one stands out more and drives clicks. For example, a red button vs. a blue button.

Button Size

While CTAs are the centerpiece of your email, the size of the button may influence click-through rates. Test large vs. smaller buttons to find which is more attention-grabbing and effective. For instance, large button vs. smaller button.

Button Placement

Button placement can make a big difference. Test placing your CTA button at the top vs. the bottom of the email to see what drives better results. For example, button at the top of the email vs. button at the bottom.

Multiple CTAs vs. Single CTA

Conventionally, a single CTA is preferred, but testing multiple CTA buttons throughout an email can be effective depending on your audience. For example, one “Shop Now” button vs. multiple “Shop Now” buttons after each section.

Button Shape

Playing with button shapes within brand guidelines, like rounded vs. square edges, may impact engagement. This is a subtle test but can still yield results. For example, fully rounded button vs. square-cornered button.

First-Person Language

Switching to first-person language on CTA buttons (like “my” or “me”) vs. more generic language (like “you” or “your”) could enhance engagement. For example, “Start My Free Trial” vs. “Start Your Free Trial.”

Button Contrast

High contrast between the button and the background can call more attention to the CTA. Test a higher contrast vs. a more subtle blend to see what works best. For instance, bright yellow button on a dark background vs. light gray button on a white background.

Hover Effect

A hover effect (like a color change when the user hovers over the button) could encourage clicks. Compare a button with a hover effect to a static button to see if it improves engagement. For example, button turns green on hover vs. static button.

Urgency

Using urgency in CTA button text can significantly impact click-through rates. Test to see if it boosts engagement. For example, “Shop Now—Offer Ends Tonight!” vs. “Shop Now.”

Personalization

Extending personalization to the CTA button can be powerful. Test if a personalized button drives higher conversions. For example, “John, Claim Your Offer” vs. “Claim Your Offer.”

Directional Cues

Adding icons or directional cues (like arrows pointing to the button) can draw more attention. Test if these accents improve click-through rates. For instance, button with an arrow icon: “→ Shop Now” vs. plain text button: “Shop Now.”

CTA Button vs. Text Link

While CTA buttons are often effective, a text hyperlink may sometimes outperform them. Test to see in which scenarios a text link may work better. For example, “Shop Now” button vs. “Shop Now” text link.

Capitalization

Does changing the capitalization of your CTA copy catch more attention? This is an easy test to run. For example, all caps: “SHOP NOW” vs. standard capitalization: “Shop Now.”

Send Time Testing

When you send your emails can significantly impact open rates and engagement. Finding the best send time often involves some trial and error, which is where A/B testing comes in. Here are 8 A/B tests you can run for your email send time.

The table below summarizes the core timing tests before we get into the details.

Weekday vs. Weekend

While it’s standard to send emails during the weekday (Monday through Friday), consider testing weekends to see if engagement improves when inboxes are less cluttered. For instance, try sending an email on Tuesday morning vs. Saturday morning.

Morning vs. Afternoon vs. Evening

What time of day does your audience prefer? Test different time slots to determine the most effective send time. For example, send an email at 9 a.m., 2 p.m., or 7 p.m. to see which yields the best results.

Start of Week vs. End of Week

Compare sending emails early in the week, like Monday or Tuesday, with later in the week, like Thursday or Friday. While early-week emails might find audiences more alert, end-of-week emails may engage people looking for a break. For instance, test an email sent on Monday morning vs. Friday afternoon.

Early Morning vs. Late Morning

Sending emails early, before 8 a.m., might catch people before they start work, while late morning, around 10 a.m. or later, might engage them once they’re settled in. For example, try 6 a.m. vs. 11 a.m. and analyze the results.

Business Hours vs. Non-Business Hours

Sending emails during standard business hours may reach people at their desks, while non-business hours may catch them in a more relaxed setting on mobile devices. Test sending an email at 3 p.m. vs. 7 p.m. to see which time performs better.

Holiday vs. Non-Holiday

Holidays can impact email engagement. Test sending emails on holidays compared to non-holidays to gauge differences. For instance, try an email sent on Black Friday vs. the week before Black Friday.

Time Zone Optimization

Segmenting your list by time zone and sending emails at optimal times for each can improve localization and open rates. For example, test sending at 10 a.m. local time in each recipient’s time zone vs. 10 a.m. universal time (your own time zone).

Post-Purchase Follow-Up

Test send times for post-purchase follow-ups by comparing an immediate email with one sent after a delay. For instance, send a follow-up immediately after purchase vs. 48 hours post-purchase to see which timing resonates best.

Email Layout Testing

Your email layout can have a significant impact on conversion rates and engagement. Let’s explore 11 different tests to experiment with your email layout.

Start with these four layout tests, each covered in more depth below.

Single Column vs. Multi-Column

A single-column layout often works well on mobile and other devices, while a multi-column layout can enhance reader engagement. Testing these formats will reveal what works best for your emails or for specific types of emails. For instance, test your newsletter in a single-column layout vs. a multi-column layout.

Text-Heavy vs. Image-Heavy

Images can make emails visually appealing, but they may load slower and require accessibility accommodations. Testing text-heavy vs. image-heavy designs will reveal your audience’s preference. For example, email with detailed text descriptions vs. email with minimal text and larger product images.

Content Alignment

How does content alignment affect clicks? Testing left-aligned vs. center-aligned content helps determine which layout feels most natural to your audience. For instance, try left-aligned text and images vs. center-aligned text and images.

Hero Image vs. No Hero Image

A hero image at the top of your email can create a strong impression, while an email without a hero image allows users to dive into content faster. Test both options. For example, email with a full-width hero image at the top vs. email that jumps straight to content without a hero image.

Multiple CTAs vs. Single CTA

The number of CTAs you include can affect the visual hierarchy and flow of your email. Test multiple CTAs against a single CTA to see which performs better. For example, multiple “Shop Now” buttons after each product vs. one “Shop Now” button at the end.

Product Grid vs. Product List

Does a grid format or single-column list for products drive more clicks? Testing both layouts can help. For instance, try a product grid with four products per row vs. a vertical product list with one product per row.

Short-Form vs. Long-Form Content

Shorter emails may drive higher engagement, while longer emails with more details might be preferred for certain types of content. Test both options to see which works best. For instance, an email with a short intro and one CTA vs. an email with multiple sections, detailed descriptions, and several CTAs.

White Space vs. Dense Content

Generous white space around elements can enhance readability, while a denser layout may encourage in-depth engagement. Testing both will reveal what your audience prefers. For example, email with ample spacing around sections and images vs. email with minimal space packing in more content.

Modular vs. Fluid Design

Compare a modular design with clearly separated sections to a fluid design where content flows seamlessly. For example, email with distinct content blocks and separators vs. email with smooth transitions and no clear dividers.

Sticky Navigation in Emails

Sticky navigation can encourage interaction similar to a website, allowing readers to navigate between sections easily. Try testing sticky navigation vs. a traditional scrollable format. For instance, email with sticky navigation links vs. traditional scrollable email without sticky navigation.

CTA Placement

Where you place your CTA can heavily impact clicks and conversions. Test different placements to see what performs best. For example, placing the CTA button near the top of the email vs. placing it near the bottom of the content.

Personalization Tests

Personalizing your email content can have a dramatic effect on engagement, open rates, and conversion rates. Personalization can range from simple touches, like using the recipient’s first name, to more complex strategies using dynamic content and segmentation. In this section, we’ll review 8 potential A/B tests for personalization.

Here are the personalization tests with the most leverage, detailed in the sections that follow.

Subject Line Personalization

An easy way to test personalization in email marketing is by personalizing subject lines. Testing subject lines with the recipient’s first name against a generic version can show if personalization increases open rates. For example, “John, Don’t Miss Out on Your Exclusive Offer!” vs. “Don’t Miss Out on Your Exclusive Offer!”

Location-Based Dynamic Content

If you have location data, dynamic content based on the recipient’s location can be a strong way to connect with your audience. Test local deals or events against non-location-specific content to see if geo-targeting enhances engagement. For instance, “Enjoy This Weekend’s Event in New York City!” vs. “Enjoy Our Latest Deals!”

Product Recommendations Based on Purchase History

Leveraging data on recipients’ previous purchases enables personalized product recommendations. This approach can drive more conversions by making suggestions more relevant. For example, “We Think You’ll Love These Items Based on Your Last Purchase!” vs. “Check Out Our Best Sellers!”

Personalized CTA Buttons

As we discussed earlier, CTA buttons greatly impact conversion and click-through rates. Personalize the CTA by including the recipient’s name or purchase history, and compare it to a generic CTA button. For instance, “John, Claim Your Offer!” vs. “Claim Your Offer!”

Anniversary or Milestone Emails

Recognizing milestones, such as birthdays or customer anniversaries, can help build a stronger connection with subscribers. Test emails that celebrate these milestones against regular promotional messages. For example, “Happy Anniversary, John! Here’s 20% Off to Celebrate!” vs. “Celebrate With 20% Off Today!”

Personalized Send Times

Optimizing send times can increase engagement. Going further, you can personalize send times based on when each recipient typically opens emails. For instance, sending at 10 a.m. based on previous behavior vs. sending at the same time for all recipients.

Personalized Offers

Collecting user preferences allows you to offer tailored deals. Test personalized offers against generic ones to see if they resonate more. For example, “John, Enjoy 20% Off Your Favorite Products!” vs. “Get 20% Off Sitewide Today!”

Personalized Email Segmentations

Segmentation is a powerful way to create personalized content at scale. By segmenting your list by behavioral, demographic, or firmographic factors, you can send tailored content to each segment. For instance, send a personalized email for returning customers vs. new customers or a single generic email for all subscribers.

Visual Hierarchy Tests

Visual hierarchy is the arrangement of elements to guide the reader’s attention in order of importance. This hierarchy determines what users notice first and what stands out as most important. Adjusting your visual hierarchy can greatly impact click-through rates and engagement. Here are 11 A/B tests you can run for visual hierarchy.

These four tests capture the section at a glance, with details below.

Headline Size and Placement

Testing prominent headlines with larger text at the top of the email vs. smaller, less noticeable headlines mid-email can show how placement impacts engagement. For example, large headline at the top: “Exclusive Offer—Save 25% Today!” vs. smaller headline mid-email: “Save 25% Today.”

Image vs. Text First

A compelling image at the top can make an immediate impression, while text-first emails let users dive directly into the content. Test a large hero image at the top against headline and body text at the top, followed by images to see which engages more effectively.

Emphasizing Key Information

Using visual elements like bolding, color, or font size can highlight key information and capture attention. Compare bolded text, such as “20% Off Everything Today!” vs. regular font for “20% Off Everything Today” to see if emphasis boosts engagement.

Visual Cues: Arrows and Icons

Visual cues like arrows or icons can guide readers’ eyes toward key elements, but they may also be distracting. Test with and without visual cues to determine what works best. For example, arrow pointing to “Shop Now” button vs. plain “Shop Now” button without cues.

Z-Pattern vs. F-Pattern

The Z-pattern layout moves the reader’s eye from top left to bottom right in a zigzag, often used in newsletters, while the F-pattern places heavier focus on the left. Test a Z-pattern for your newsletter vs. an F-pattern to find which best supports readability and engagement.

Typography Hierarchy

Using various font sizes, colors, and headings creates a structured hierarchy that enhances readability. Compare large headline, medium subheading, small body text vs. uniform text size for all content to see which resonates more with your audience.

Contrasting Colors for Emphasis

Experiment with colors within your brand guidelines for emphasis on key elements, like CTA buttons. For example, bright red CTA button on a white background vs. CTA button that blends with the color palette.

Visual Anchors

Visual anchors like large images, bold headings, or even bulleted lists can guide attention to high-value elements. Test a large product image as the focal point at the top vs. small images and balanced content throughout to see what drives engagement.

Button Size and Visibility

Button size can impact engagement—larger, more prominent buttons may prompt more clicks, while smaller ones can be more subtle. Test a large “Shop Now” button that stands out vs. a smaller “Shop Now” button integrated into the layout.

Background Contrast

Background colors subtly influence how visual elements like CTAs and links appear. For example, test white text on a black background vs. black text on a white background to see which combination enhances clickability.

Use of Dividers and Separators

Dividers and separators like lines, borders, and background colors add a modular feel to emails, guiding readers through sections. Compare email with lines dividing each section vs. email with seamless transitions between sections to see what improves engagement.

Email Copy Testing

Your copy and content play a critical role in conversion rates, click-through rates, and overall subscriber engagement. Experimenting with different approaches to your email copy is a worthwhile strategy for A/B testing. Here are 11 ideas to test with your email copy.

The copy tests below are the ones to try first, and each is expanded on afterward.

Long-Form Copy vs. Short-Form Copy

Does longer, detailed copy outperform short, concise copy? Testing detailed descriptions vs. brief copy can reveal if in-depth content or brevity drives more engagement. For example, email with multiple paragraphs describing products or services vs. short, punchy copy with a quick CTA.

Tone: Conversational vs. Formal

Depending on your brand guidelines, test a conversational tone against a more formal, professional tone. For instance, “Hey there! We’ve got something awesome for you!” vs. “We are pleased to announce our latest offer.”

Storytelling vs. Direct Selling

Stories can capture attention, but how does storytelling compare to direct selling? Try shifting focus from a straightforward CTA to a narrative to see if it improves conversions. For example, “Sarah struggled with finding the perfect gift—until she found us.” vs. “Buy the perfect gift today with 20% off!”

Value Proposition in Headline vs. Later in Copy

Try different placements for your value proposition. While putting it in the headline grabs immediate attention, introducing it later can also be effective depending on the email type. For example, headline: “Get 20% Off Today!” vs. headline: “Discover Our New Collection,” with the discount mentioned further down.

Questions in the Copy vs. Statements

Do questions engage readers more than statements? For example, test “Looking for the perfect gift?” vs. “The perfect gift is here.”

Bullets vs. Paragraphs

Bullet points can help summarize information, while paragraphs encourage more in-depth reading. Try testing bullet points listing product features vs. paragraphs describing product features in detail.

Urgency

Using urgency is a classic approach to encourage immediate action, but it may not be suitable for all campaigns. Test urgency with “Only 24 Hours Left to Save!” vs. “Check Out Our Latest Collection.”

Personalized Copy vs. General Copy

As discussed in the personalization section, personalization can extend beyond subject lines and CTAs. Test fully personalized content, such as “John, we picked these items just for you!” vs. “Check out these items selected for you.”

CTA Placement and Copy

The placement of your CTA can impact conversions. Experiment with placing the CTA after the first paragraph vs. at the end of the email. For example, CTA after the first paragraph vs. CTA at the end.

Customer Testimonials vs. No Testimonials

Social proof via customer testimonials can build brand credibility. Test an email with “Here’s what our customers are saying…” vs. an email with only product descriptions to see which resonates more.

Statistics and Data vs. Anecdotal Copy

Testing data-driven copy against anecdotal stories can show if stats help convert. For instance, “90% of our customers love this product.” vs. “Sarah’s life changed when she tried our product.”

Sender Name Tests

The sender name can significantly impact open rates. While it’s best practice to avoid “no-reply” addresses, there are other approaches worth exploring. Here are 7 A/B testing ideas for sender names.

Here is the section at a glance, with every test detailed below.

Brand vs. Individual Name

Using a brand name versus an individual’s name can impact trust and open rates. Test an email from “Acme Team” vs. “Alice from Acme” to see which builds more connection with your audience.

First Name vs. Full Name

Does using a sender’s full name resonate better than just their first name? For example, test “Alice” vs. “Alice Smith” as the sender.

Brand + Team vs. Brand Name Only

Specifying a team, like support or marketing, might increase open rates by making the sender feel more relatable. For instance, test “Acme Team” vs. “Acme.”

High-Profile Name vs. General Staff Member

If you have high-profile individuals in your organization, like a CEO or founder, try using their name as the sender. This can increase credibility compared to using a general staff member’s name. For instance, “Phil, CEO of Acme” vs. “Alice, Acme Marketing.”

Sender Name with Title vs. Without Title

Including a title in the sender’s name could impact credibility and open rates. Test “Alice, Marketing Director at Acme” vs. “Alice from Acme” to see if the title adds value.

Seasonal or Themed Sender Name

Aligning the sender name with a holiday or event might add a touch of fun and increase engagement. For example, “Acme Holiday Team” vs. “Acme.”

Subject Matter Expert as Sender

Using the sender name to emphasize expertise may enhance trust and engagement. For example, try “Alice, Email Marketing Expert at Acme” vs. “Acme Team.”

Incentive Type Testing

There are many ways to share incentives with your audience, and finding the right one can greatly impact your revenue and conversion rates. Here are 11 A/B tests you can try to determine which incentives work best.

These four incentive tests summarize the section, and the full set follows.

Percentage Discount vs. Dollar Amount Discount

Testing whether a percentage discount or a dollar amount discount converts better can reveal valuable insights. For example, “Get 20% Off Your Purchase” vs. “Get $20 Off Your Purchase.”

Free Shipping vs. Discount

What resonates more—free shipping or a discount? Test “Enjoy Free Shipping on All Orders” vs. “Save 15% on Your Next Order” to see which drives more conversions.

Buy 1, Get 1 Free vs. Standard Discount

BOGO offers can be popular, but how do they stack up against standard discounts? For example, try “Buy 1, Get 1 Free” vs. “Get 25% Off Your Entire Order.”

Free Gift with Purchase vs. Discount

A free gift can build excitement, but how does it compare to a monetary discount? Test “Receive a Free Gift with Every Purchase Over $50” vs. “Save 10% on Orders Over $50.”

Time-Sensitive Discount vs. Ongoing Offer

Does urgency improve conversions? Compare a limited-time offer with a month-long discount to see which drives action. For example, “Get 20% Off—Today Only!” vs. “Save 20% All Month Long.”

Exclusive Early Access vs. Public Sale

Test whether an exclusive, VIP-only offer outperforms a public sale. For example, “VIP Early Access—Shop Before Anyone Else!” vs. “Our Public Sale Is Now Live—Shop Today.”

Free Trial vs. Discount

If you offer trials, compare the effectiveness of a free trial against a discounted first month. For instance, “Start Your Free 30-Day Trial” vs. “Get 20% Off Your First Month.”

Free Upgrade vs. Discount

Try testing a free service upgrade, like expedited shipping, against a monetary discount. For example, “Free Upgrade to Express Shipping” vs. “Save 15% on Your Order.”

Gift Card vs. Direct Discount

Does offering a gift card with purchase create more value than an immediate discount? Test “Get a $10 Gift Card with Every Purchase” vs. “Save $10 on Your Purchase.”

Donation Matching vs. Discount

Supporting a cause may appeal to certain audiences, potentially enhancing brand reputation. For instance, test “We’ll Donate 10% of Your Purchase to Charity” vs. “Save 10% on Your Order.”

Surprise Offer vs. Known Discount

Everyone loves a surprise! Test an email that teases a mystery discount vs. one that clearly states the discount. For example, “Unlock a Surprise Discount Inside” vs. “Get 20% Off Your Next Purchase.”

A/B Testing at Scale with No-Code Email Builders

A significant challenge in creating effective A/B tests is finding a tool that allows marketers to experiment easily without relying on a developer or hand-coded responsive HTML email templates. Tools like Knak are transforming this process by providing no-code solutions that empower marketers to build and customize email content independently.

With Knak, marketers can ensure emails remain on-brand, look great across mobile devices, and integrate seamlessly with marketing automation platforms for A/B testing. Though often overlooked in discussions about A/B testing, no-code tools like Knak offer considerable advantages for scaling tests efficiently.

Whichever tests you run, judge them against the metrics that matter: click-through rate (69%) and conversion rate (58%) lead the metrics marketers use to evaluate email performance, according to Knak’s 2026 State of Marketing Production survey. Our guide to essential email marketing metrics covers how to track and improve both.

Check out our video demo to see how Knak can help build A/B tests for your email campaigns.