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Multivariate testing is a tactic for testing several variables in an email to find the best possible combination. It is often used when marketers want to test different variables (such as copy, images, color, or font) within an email to find the ideal combination for the end goal (such as click through rate or open rate.) Unlike an A/B test where only one variable is tested, multiple variables are being tested to find the ideal combination.
In an email, a multivariate test might look like this: One test email uses a template that’s clean and simple with a bold hero image and a single CTA, while the other test email uses a more complex template with two CTAs, moderate body text, and no hero image to see which is more effective at driving click through rate to the company website.
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