Increasing the number of people that open your emails is one of the most important variables to prioritize. The number of link clicks that you get ultimately leads to an increase in revenue, which is the whole point of having an email marketing campaign in the first place.
Achieving a strong A/B test is as simple as creating two slightly-different variations of an email, with the differences being dependent on a hypothesis that you’ve posed, either through data collection or historical knowledge. Of course, there’s a bit more to it than that, but you get the idea.
You’ll have email A and email B, both of which will be sent to your subscribers. Judging from what makes the two different, as well as the engagement they both receive; your campaign will either be a success or a failure.
How you go about your testing is just as important, so it’s a good idea to have professionals at the helm to help you decide.