Campaigns · 1 min read
Set Up A/B Testing for Email Campaigns
A/B testing sends different versions of an email to a small group first. When the test ends, the best version goes to the rest of your audience automatically.
Before you start
- The campaign needs at least 40 contacts.
- You can test the subject line or the content, not both in the same campaign.
- A/B tests work with Send Now or a scheduled send. They don't work with batch sending.
How it works
- You create up to six variations.
- Each one goes to an equal share of the test group.
- The variations are compared on Unique Open Rate or Unique Click Rate.
- When the test ends, the winner goes to everyone who wasn't in the test.
Set up a test
- Go to Marketing → Emails → Campaigns and open your campaign.
- In the Email Builder, open the A/B testing tab and turn on Enable A/B testing.
- Choose what to test:
- Email Subject: write a different subject for each variation. The content stays the same.
- Email Content: the subject stays the same. Select each variation letter at the top of the builder and edit its content.
- Set the test length, from 30 minutes to 24 hours.
- Choose how many variations to test, up to six.
- Use the test size slider to set how much of your audience is in the test.
- Create your variations.
- Choose the winning measure: Unique Open Rate or Unique Click Rate.
- Click Save, then Send and Schedule when the campaign is ready.
Tips
- Test subject lines when you want more opens. Test content when you want more clicks.
- Change one thing at a time so you know what made the difference.