There's a lot of great info on Topliners about how to execute A/B tests using either the Campaign Canvas or Program Builder. So what should you be testing? There are the obvious choices: subject lines and CTA. But there are more!
Use this list below for more ideas on possible email features to test.
Buttons: color, size, text
Call to Action (CTA): location, copy, color, navigation path
Color: background, header, footer, text, buttons
Copy: text font, text length, text order, subject line, CTA
Design: total redesign, clean vs. clutter, images vs. icons
Form Elements: number of fields, size, copy, location
Funnel: tie-in vs. independent from other parts of the funnel
Images: size, placement, clickable vs. not clickable, images vs. icons
Navigation: click path, conversion path, multiple landing pages vs. one
Offer: type, price, copy, location, size
Personalization: location, name vs. more details
Social Share: placement, choices, default copy
Subject Line: personalization, copy, humor, offer
Testimonials: included vs. not included
Video: size, placement, clickable vs. not clickable
More resources (must join or be a member of the Eloqua Insiders group to access):
Please comment below if you have more ideas!