The Reply Two Email Marketing Wiki
Everything you need to know about email marketing
Trying to decode some corporate email jargon? The Reply Two email marketing wiki spells things out in language we can all understand. Each definition has a handy prompt you can copy and paste too.
A/B Testing
A/B testing (aka split testing) is when you send two versions of your newsletter to different audience segments to see which performs better. Your current best version, the "control" or "champion," competes against a new variant, the "challenger." Instead of guessing what works, you get clear data on which version wins based on opens, clicks, or conversions. Winners become your new control for future tests.
Read more on A/B TestingControl Champion Challenger
In newsletter testing, these three terms form the foundation of structured experimentation: Control is your baseline version, the original against which you compare all changes Champion is your current best-performing version, which may be the original control or a previous winner Challengers are new variants you test against your champion. When a challenger wins, it becomes your new champion for future tests, creating a continuous improvement cycle.
Read more on Control Champion ChallengerSplit Testing
Split testing (also known as A/B testing) is dividing your subscriber list to send different newsletter versions and see which performs better. You test one element at a time by pitting your current best version, the "control" or "champion," against a new version, the "challenger." You can test anything from subject lines to layout to CTAs, measuring success through opens, clicks, or conversions to make data-driven decisions.
Read more on Split Testing