Customers demand impeccable, simple, and customizable user experiences these days. It doesn't matter if it's on the customer service side, interacting with a website or email, or attending a face-to-face sales appointments. To be a successful business in a competitive industry, and to sustain any success achieved, you have to respond to customer demand and supply to expectations well. One of the best ways to narrow down what your customers want most is by using A/B testing to best determine how to market to potential clients in your industry.

No email marketing campaign is perfect. No matter how strong your results may be, there's always a case for uncovering small improvements that can push your conversion rates even higher.

The trick is identifying those opportunities without disrupting the strategy that's brought you success to this point. A/B testing is the logical step for finding new efficiencies and ways to elevate your results. Here are four considerations to make sure this testing delivers quality, actionable results.

Pick the Element You Want to Test

Most marketers realize that A/B testing only works when you change one element and keep everything else the same. But it's not just subject lines, calls-to-action and email copy that can be tested: Delivery time, newsletter design and layout, images and other rich-media content can all be tested to see if they influence performance.