EP 75 - How to A/B test emails when the old playbook is broken
Send It! · with Jimmy Kim & Chase Dimond · April 13, 2026 · 32 min
Summary
This episode reveals how to effectively A/B test emails in today's dynamic e-commerce landscape, moving beyond outdated methods. Learn to develop a robust testing strategy that focuses on key metrics and continuous optimization, ensuring your email campaigns drive significant revenue and enhance customer retention.
Key takeaways
Implement a structured A/B testing framework that prioritizes clear hypotheses and measurable outcomes, rather than just random tweaks.
Shift focus from superficial metrics like open rates to conversion-driven data, such as revenue per email sent and customer lifetime value.
Continuously iterate on email elements like subject lines, calls-to-action, and segmentation to uncover impactful improvements.
Leverage small, consistent gains from A/B testing to compound into substantial revenue growth and improved customer retention over time.
Develop a data-backed retention strategy that includes auditing your current setup and planning high-impact automations, moving beyond just sending more emails.
Bad tests don't just waste time. They send you in the wrong direction with confidence.In this episode of Send It, Jimmy Kim and Chase Dimond break down why traditional email testing is broken in 2026; and exactly how to fix it. Between Apple's Mail Privacy Protection inflating open rates and smaller segments making statistical significance harder to reach, the old way of testing leads to bad decisions disguised as data. This episode is the updated framework that actually works right now.EP 75: Creative testing that actually works in 2026Here's what they cover:-Why Apple MPP destroyed open rate as a reliable testing metric-The single biggest testing mistake brands are still making in 2026-The four layers of testing in order of impact; from positioning down to button colors-Three approaches to testing when your list is too small for traditional A/B splits-How to build a creative library that makes every future test smarter-The learning velocity mindset that separates the best email teams from everyone else-The HCE framework: hypothesis, control, evaluate-How to know when you actually have a winner and when it's just noiseThank you our friends at Omnisend, Inboox and eCom Email Certified for sponsoring the podcast!Omnisend is an all in one eCommerce email and SMS marketing automation platform that enables marketers to engage customers and drive sales through personalized experiences. https://www.omnisend.com/sendit/eCom Email Certified is a hands-on, results-driven program with a step-by-step guide to mastering retention marketing and driving serious results. Access over 25 hours of learnings and become a certified email & SMS marketer. Use code: SENDIT! for $300 OFF https://www.ecomemailcertified.com/Explore Inboox.ai, the AI-powered database of 1M+ real ecommerce em
Implement a structured A/B testing framework that prioritizes clear hypotheses and measurable outcomes, rather than just random tweaks.
What does this episode say about customer retention?
Shift focus from superficial metrics like open rates to conversion-driven data, such as revenue per email sent and customer lifetime value.
What does this episode say about conversion & cro?
Continuously iterate on email elements like subject lines, calls-to-action, and segmentation to uncover impactful improvements.
What does this episode say about analytics & attribution?
Leverage small, consistent gains from A/B testing to compound into substantial revenue growth and improved customer retention over time.
What does this episode say about email & sms?
Develop a data-backed retention strategy that includes auditing your current setup and planning high-impact automations, moving beyond just sending more emails.
