Final answer:
In email A/B testing, the typical variables that can be tested include preview text, content length, and CTA size. Contact time spent reading is not typically a testable variable as it is a result of other factors within the email content. The correct answer is d. contact time spent reading.
Step-by-step explanation:
In email marketing, A/B testing is a method to compare two versions of email content, subject lines, or any number of email elements to determine which version performs better. This involves sending out two variations (A and B) to a small subset of your audience and analyzing which version has a higher open rate, click-through rate, or other relevant metrics, before sending the most effective version to the remainder of your list.
When conducting an A/B test in email marketing, the typical variables you can test include:
- Preview Text: This small piece of text that appears after the subject line in many email clients can be very influential in open rates.
- Content Length: You might want to find out if your audience prefers concise or more detailed messages.
- CTA Size: The size of the 'Call to Action' button or link can affect click-through rates.
However, the one option that isn't typically a variable that can be tested in an email A/B test is d. contact time spent reading. This is because once the email is sent, it's beyond the sender's control how long a contact spends reading it. The time a reader spends engaging with the email content is usually a result of the effectiveness of the other variables, such as the content itself or the subject line, rather than an isolated variable that can be directly tested in an A/B setup.
Therefore, the correct answer is d. contact time spent reading.