There is no perfect tactic that can give you the right marketing mix for your business. A/B testing for your email campaigns helps you understand the customer response to the messages you are trying to share with the audience. The click-through rate and conversion through those CTRs actually turn A/B testing a lot more meaning into your upcoming campaigns. With the improved content or distinct approaches of presenting content, you can check the pattern that's giving higher conversion rates than the other. It not only increases sales but minimizes the risk of mistakes that you've made & helped you pitch on the sore spots.