This is the first post in a 3 part series about A/B testing an email.

Email is an invaluable channel in a comprehensive messaging program for any business. Depending on your audience there are a few key levers within an email that lends itself well to testing. There are multiple areas of testing outside of the actual email itself such as time, day, frequency, personalization signals, etc. that are also valuable to test but those areas are not the focus of this particular series of stories.

First impressions

You need to make a compelling case to get your customer’s attention in a crowded inbox. There are a few levers you can experiment with to make a good first impression and persuade your customer to see the value in your message. …