A/B Testing is a method of comparing two versions of a email, web page, or app against each other to see which one performs better. A/B tests can be used to test anything from the subject line of an email to the design of a website. There are a few different ways to set up an A/B test. The most common way is to send half of your email list the original email (version A), and half the list the new email (version B).

A/B Testing can be a great way to improve your email marketing campaigns. By testing different versions of your email, you can learn what works best with your audience and make the necessary changes to improve your open and click-through rates. Additionally, A/B Testing can help you increase your conversion rate by helping you determine which email version is more effective at driving sales or conversions.

There are three types of A/B testing:

1. Controlled experiment: This is the most rigorous type of A/B testing and is used to determine whether a change to a website has a statistically significant impact on a particular metric. In order to be a valid controlled experiment, the test must be randomized, have a large sample size, and be run for a sufficient amount of time.

2. A/B split test: This type of A/B testing is less rigorous than the controlled experiment, but is still useful for determining whether a change to a website has an impact on a metric. An A/B split test involves randomly splitting traffic between two versions of a website and measuring the difference in conversion rates between the two versions.

3. Multivariate test: This type of A/B testing is used to determine which combination of changes to a website results in the highest conversion rate. Multivariate tests involve testing multiple variants of a page at once and then measuring the difference in conversion rates between each variant.

There are a few different ways to track your A/B test data. One way is to use email tracking. This involves setting up a separate email account for each version of your test (A and B), and then sending your test traffic to these accounts. You can then measure the conversion rate for each email account and see which version performed better. Another way to track your A/B test data is to use a web analytics tool such as Google Analytics. With this method, you can create two separate versions of your website (A and B), and then track the traffic and conversion data for each version using Google Analytics. This will give you a more detailed picture of how your A/B test is performing.

You don't necessarily need a CRM to do it. You can use any email service provider that allows you to segment your list and send different versions of your email to different groups. This way, you can see which version performs better and make decisions accordingly.