Let’s go through an example for using A/B testing, whether including a coupon or not, for an email campaign:
Jodi is planning a Happy Hour promotion and has been considering adding a coupon to bring in more business. She decides to send out two different emails to measure the effect of including a coupon offer.
The first week, she created an email encouraging existing customers to Bring a Friend to Happy Hour on Thursday, hoping to increase traffic from both existing customers and with their help add some new customers too.
The next week, she created an email offering a single use Buy One, Get One (BOGO) when they bring a new customer friend to Happy Hour on Thursday.