Technology makes it easier and faster to test a billion different ideas. You can A/B test subject lines, images, layouts, send times, all sorts of things.
But, A/B testing has a few big pitfalls It doesn’t account for other options.
What if the best answer is C? Or R? Or a sphere? A/B testing is one tool, but it’s not a reliable process for revealing new ideas.
Your audiences have tons of new ideas. But if you only ask if they prefer Pepsi or Coke — you’ll never learn how many people are dying to pay for Root Beer.