You can then optimize future marketing campaigns around that variation—continually iterating on your successes to enhance performance with every test.
A/B testing, or better yet, multivariate testing, is one of the core practices of a strong growth marketing strategy. A/B testing and multivariate can be used in a number of formats, including email marketing, landing pages, social media ads, and others. This involves deploying either an "A" and a "B" test, or a series of multiple tests, to understand which variation of your content (with customizations around graphics, copy, design, and other features) does a better job of engaging your audience and increasing your conversion rate. You can then optimize future marketing campaigns around that variation—continually iterating on your successes to enhance performance with every test. It's important to remember that just because the "B" test proved most effective with one audience segment, "C" might work better with another: Don't just send your A/B tests out in batches; focus on customized segments for each ones to understand what content resonates with that particular audience group, and then keep testing new variations to enhance performance.