How To Make More Money From Email With A/B Testing

Varun from The eCommerce Marketing Newsletter, back at you.

Today we are talking about Micro vs. Macro – What Really Moves the Needle?

Most eCommerce brands waste time on A/B tests that barely make an impact. Testing a subject line emoji? Changing a CTA button color? These tweaks might give you a small bump, but they’re not going to change your revenue in any meaningful way.

The real game-changers are macro-level tests—things that shift customer behavior, improve retention, and maximize your revenue per subscriber. Instead of testing trivial details, focus on:

• Offers & Incentives – Are you leveraging upsells and cross-sells in your emails?

• Customer Segmentation – Are you sending different messages to first-time buyers vs. repeat customers?

• Triggers & Timelines – Are your flows firing at the right moment, with the right messaging?

Small tweaks don’t drive massive results. Big, strategic changes do.

Leverage Qualifier Benefits – Stop Leaving Money on the Table

Most brands add upsells to their store but completely neglect to reinforce them through email. That’s thousands left on the table.

Example:
Let’s say you offer a free gift at $25. Instead of just mentioning it on-site, set up a conditional email trigger:

• If a customer has $50+ in their cart, send an email that highlights the free gift they just unlocked.

• If they don’t qualify yet, send a nudge: “You’re only $10 away from unlocking a free surprise gift!”

Micro Test: Subject line “Free Shipping for Orders Over $50.”
Macro Test: A dynamic email trigger that educates customers on unlocked rewards and drives up AOV.

This isn’t just email marketing—it’s sales automation that works for you.

Welcome Flow Optimization – Speak to Intent, Not Just Everyone

Most brands send the same welcome emails to every new subscriber. But not all subscribers are the same.

Micro Test: Change the CTA button from “Shop Now” to “Grab Your Deal.”
Macro Test: Segment subscribers based on intent.

• If they signed up through a discount code pop-up, lead with urgency and exclusive deals.

• If they subscribed organically, focus on education, brand storytelling, and social proof.

By tailoring your welcome flow to why they signed up, you turn more subscribers into customers.

PS. Want to see a high-converting welcome flow setup? Go here

Pop-Up Offer Adjustments – Fix Your Lead Capture

Your opt-in conversion rate is under 5%? That’s a problem.

Most brands A/B test headlines like:
✅ “Get 10% Off” vs. “Claim Your 10% Discount”

But the real money is in testing offers and framing.

Macro Test: Try replacing your discount pop-up with a “Mystery Offer” opt-in. It taps into curiosity and often converts higher than a generic percentage-off deal.

Example:
“Enter your email to unlock a mystery discount (could be up to 25% off!)”

Curiosity is a powerful psychological trigger. If you’re not testing your actual offer, you’re missing out.

A/B testing isn’t about tiny optimizations—it’s about real changes that move revenue. Stop testing crumbs. Start testing strategies that actually make a difference.

Want The Full Breakdown?

Want the full breakdown? Check out our in-depth guide here: How to Get 4x More Revenue from Your A/B Test.

Reply to this email if you have any questions or any content you want covered in the future!

Warmly,

Varun

P.S. If your ecommerce brand is doing more than $50k each month and you're interested in a free email strategy consultation with me, schedule a call here »