With the amount of competition you face to get your email seen by your target market, you need to eliminate the noise by grabbing your audience's attention. People are attracted to different options for different reasons. A/B split testing will tell you what your audience prefers, so you can create successful email campaigns.
A/B testing is when you compare and test two different versions of your email to see which brings in higher conversions and why. This allows you to create future campaigns that increase engagement and expand reach, because you're giving your audience exactly what they want.
Consider testing your subject line, call-to-action copy, call-to-action button color, color scheme, and images. It's important to test only one element of your email at a time; otherwise, it will be difficult to track why conversions went up or down, because there are multiple variables to consider.