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Multivariate Testing

Definition

Multivariate testing is a process for testing hypotheses where more than one variable is changed. Unlike a traditional A/B test, a multivariate test can involve multiple factors changing at the same time. The goal of multivariate testing is to find the most effective combination of variables from all possible options.

In email marketing, multivariate testing involves changing variables like: send time, subject line, images, content of email, colors, tone, and presence of links. The results of each combination are recorded and analyzed to determine the most effective variation.

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