What does A/B testing in email marketing primarily focus on?

A/B testing in email marketing primarily focuses on comparing different versions of an email to determine which design or content produces better engagement and conversion rates. This method allows marketers to create two variants of an email – often differing in elements such as subject lines, body content, images, or calls-to-action – and send them out to a segment of their audience. By analyzing the performance metrics, such as open rates and click-through rates, marketers can identify which version resonates more effectively with recipients.

The other options provided do not capture the primary focus of A/B testing. Examining social media interactions does not fall under the scope of email marketing A/B testing, as it pertains to assessing engagement on social platforms rather than within email campaigns. Testing email delivery times is important for optimizing when emails are sent but does not engage with the content or design elements of the emails themselves, which A/B testing does. Evaluating the use of images in emails may be a part of an A/B test, but it is too narrow to be the primary focus; A/B testing encompasses a broad range of design and content comparisons to identify overall effectiveness in emails.