What is A/B Email Testing for Makers?: Simple Steps to Get More Sales

renaealk
Oct 7
4 min read

You spend hours crafting the perfect email. A beautiful photo of your latest pen. A subject line you think is clever. A button that says “Shop Now.” You hit send… and then? Silence.

Here’s the truth: sometimes the smallest tweaks make the biggest difference. That’s where A/B testing comes in.

Don’t worry — this isn’t techy jargon. A/B testing is just a fancy way of saying: “Try two versions, see which one works better.” It’s like putting two pens on the craft show table and noticing which one people pick up first. Simple.

Today, I’ll walk you through what A/B testing is, what you should test, and how you can even use tools like ChatGPT to brainstorm ideas. Let’s make your emails as irresistible as your pens.

What Is A/B Email Testing? (No Jargon, Promise)

Here’s how it works:
1. You write two versions of an email. Let’s call them Version A and Version B.
2. You change one thing between them — like the subject line.
3. You send A to a small group, B to another small group.
4. Whichever one performs better (more opens or clicks) gets sent to the rest of your list.
That’s it. No spreadsheets required.

✨ Think of it like taste-testing your cookies before serving them at a bake sale. You want to know which batch gets eaten faster.

What Can You Test? (Keep It Simple)

There are dozens of things marketers test, but let’s stick with the basics:

Subject Lines → Short vs long, emotional vs playful.
Preview Text → That little line under the subject.
Buttons (CTAs) → “Shop Now” vs “Claim Your Pen.”
Images → Plain product shot vs lifestyle photo with a journal.
Send Times → Morning vs evening.

👉 Rule of thumb: Test one thing at a time. If you change too much, you won’t know what worked.

How to Run a Test (Step by Step)

Pick one thing to test (let’s say subject line).
Write two versions of your email.
Send Version A to 10% of your list, Version B to another 10%.
Wait 24–48 hours.
The email platform (Mailchimp, ConvertKit, Klaviyo, even Shopify Email) will show you which performed better.
Send the winner to the remaining 80%.

✨ Pro tip: Most email platforms have A/B testing built in. It’s often as simple as clicking a “split test” option when you set up your email.

Which Numbers Matter?

Here’s how to read your results:

Open Rate → Did your subject line work?
Click-Through Rate (CTR) → Did people click your button?
Click-to-Open Rate (CTOR) → Did the email itself convince people to take action after opening?

You don’t need to be a data wizard. Just look for: “Did A or B get more clicks?” That’s your winner.

Examples for Makers

Still unsure what to test? Let’s play with some pen-selling examples.

improve email conversions small business

Subject Line Test:

A: “Hand-Turned Pens That Ship in Time for Mother’s Day”
B: “A Gift She’ll Treasure Forever 💐”

Button Test:

A: “Shop Now”
B: “Claim Your Pen”

Image Test:

A: A clean photo of your pen on a white background.
B: The same pen next to a leather journal and a steaming mug of coffee.

Bonus: Let AI Help With A/B Testing

Bonus: Let AI Help You Test

Not sure what to test? You don’t have to start from scratch. Tools like ChatGPT can brainstorm ideas for you in seconds.

👉 Try this prompt:

"Write 5 subject line options for an email selling a handmade fountain pen as a Mother’s Day gift. Make some emotional, some playful, and some urgent."

Now you’ve got instant subject lines to test — without staring at a blank screen.

Remember: AI is your assistant, not your replacement. You’re still the creative director.

email benchmarks for product-based brands

Common Mistakes to Avoid

Testing too many things at once. Keep it simple.
Calling a winner too soon. Give it 24–48 hours.
Tiny sample sizes. If you only have 100 subscribers, test half-half instead of splitting 10/10/80.
Never testing again. What works now may not work later. Keep testing.

Final Thought

A/B testing isn’t scary. It’s smart. Every test gives you a little more data, a little more confidence, and a little more momentum. And momentum is how handmade businesses grow.

✨ Keep going.

✨ Do it scared.

✨ Remember: the pen you turn today deserves an email that actually gets read.

Next Steps

Your pen has a story — make sure your customers hear it. Try one simple A/B test this week (like two subject lines), and then come tell me how it went. I love seeing makers like you bring your craft to life.

Want ready-to-go subject line ideas? ME TOO!