Just as a fashionista sets the latest trends off the runway, email marketers must evaluate a list of trends and content to deliver messages that achieve the highest possible click-through and conversion rates. Designers also conduct “test shoots” with models dressed in their designs before they hit the runway or the racks. An email marketer should consider the same approach. Campaigner’s A/B split testing tool allows for aspects of an email to undergo alterations – subject line, offer details, imagery, call-to-action, etc. – to be “test shot” on a small group before sending to a full target list. This allows for better clarity on what fits and what needs to go back to the drawing board.