In part 1, we showed how A/B testing can sharpen your ad performance on platforms like Google Ads and Facebook. But paid media is just one piece of the puzzle. Email is also one of the most valuable (and cost-effective) ways to engage your audience, especially when it’s tested and optimized. If you’re sending the same email to every contact, every time, you could be missing easy wins. A/B testing helps you change that. 

A/B testing your emails lets you compare two versions of an email to see which performs better. It’s not just about increasing open rates (though that’s part of it). It’s about crafting smarter messaging that turns clicks into appointments and inboxes into action. 

Whether you’re announcing a seasonal service offer or sending a follow-up after a missed appointment, even small changes can lead to measurable results. Let’s explore how A/B testing your dealership emails can unlock higher performance and help you connect more meaningfully with your customers.

Turn Data into Decisions and Emails into Action

Think about how many emails land in your inbox every day. Now think about what makes you actually open one. Is it the subject line? The personalization? A timely offer? 

Your customers are no different. A/B testing helps you pinpoint what works (and what doesn’t) so you can send emails that are more relevant, more engaging, and more likely to drive action. With each test, you gain data-backed insights that inform future campaigns and improve overall email performance.

What Should You Test in Your Emails?

Testing one element at a time gives you the clearest results. Some of the most impactful elements to experiment with include: 

Subject line. Try different lengths, tones, or personalization strategies (like including the recipient’s name or vehicle). Subject lines are your first impression, so it’s best to make them count. 

Preheader text. That little preview line can influence opens almost as much as the subject line itself. Test messaging that creates urgency, curiosity, or highlights the offer inside. 

Call-to-action (CTA). “Schedule Now” vs. “Book Your Appointment” may seem minor, but even a few words can change how your CTA performs. You can also test button color, placement, or the use of a button vs. a hyperlink. 

Send time. Experiment with the day of the week or time of day. You may find your customers are more likely to open emails on a Saturday morning than on a Tuesday afternoon. 

Design and layout. Try a simpler, more mobile-friendly design vs. one with rich imagery. The easier it is to skim and click, the better the experience and the results.

How to A/B Test for Optimal Results

Start small, focus, and track everything. A few guidelines to follow: 

Test one element at a time. If you change both the subject line and the CTA in one test, you won’t know which made the difference. 

Split your audience evenly. Send version A to half your audience, and version B to the other half. Most email platforms do this automatically. 

Let it run long enough. A good rule of thumb is to run your test for at least 7 days to capture weekly behavior patterns, though some tests may require 2 weeks or more depending on your traffic volume and the change you’re trying to detect. 

Choose clear success metrics. Whether it’s open rates for subject lines, click-throughs for CTAs, or conversions for landing pages, know what you’re measuring before you start. With the robust suite of marketing and analytics solutions from Affinitiv, you’ll have visibility into performance, along with expert insights to help you identify what’s working and where there’s room to optimize. 

Look for consistency. One test may tell you something interesting. Dozens of tests over time will tell you how your audience thinks, what they respond to, and how to continually improve.

Smarter Emails, Better Results

When you apply A/B testing to your dealership email strategy, you’re not just improving a single campaign, you’re building a more intelligent communication system. With each test, you get closer to the messaging that truly resonates with your audience. 

That means more scheduled service appointments, more test-drive bookings, more trust in your dealership brand, and ultimately, a higher return on every email you send.

Start Testing with the Right Tools

Ready to get smarter with your emails? Email solutions from Affinitiv make it easy to test, optimize, and send performance-driven messages to the right audience at the right time. Whether you’re nurturing loyalty or driving new revenue, A/B testing gives your emails the competitive edge. 

Need help getting started? We’re here to help you build email campaigns that perform better test after test. Get in touch with us today to learn more.