Help Center

Overview

Use A/B testing in your CRM's email campaigns to improve performance by comparing different versions of your emails. This feature lets you send up to six variations of an email's subject line or content to a segment of your audience. The system then analyzes the results based on engagement metrics like open rate or click rate, automatically selecting the best-performing version to send to the rest of your recipients.

What is A/B Testing?

A/B testing, also known as split testing, is a method for comparing different versions of an email to see which one your audience prefers. By making small changes, such as tweaking the subject line or the body content, you can gather data on what drives the most engagement and use those insights to refine your future email strategy.

Why Use A/B Testing?

There are several key benefits to using A/B testing:

Increase Engagement: Discover which email variations lead to higher open and click-through rates.
Make Data-Driven Decisions: Base your choices on actual recipient behavior instead of assumptions.
Improve Deliverability: Optimize elements like subject lines to help your emails land in the inbox.
Boost Conversions: Use the results to continually improve the effectiveness of your campaigns.

How to Set Up an A/B Test

Follow these steps to enable A/B testing for an email campaign.

Step 1: Access the Email Builder

Open the email campaign you wish to test within the Email Builder.

Step 2: Enable A/B Testing

On the left-hand panel, find the Enable A/B Testing option and toggle it on.

Step 3: Configure Test Settings

You will need to configure several settings for your test:

Test Type: Choose whether to test the Email Subject or the Email Content. You can only select one type per test.
Test Duration: Set how long the test will run before a winner is chosen (e.g., 4 hours, 8 hours).
Number of Variations: Select how many different versions you want to test, up to a maximum of six.
Test Size: Use the slider to determine what percentage of your total audience will receive the test versions. The remaining portion will receive the winning version after the test concludes.

Step 4: Create Your Variations

Enter the different subject lines or content variations you want to test. You can optionally use the built-in AI tool to help generate creative options automatically.

Step 5: Choose the Winning Criteria

Select the metric that will determine the winning version:

Unique Open Rate: The version with the highest number of unique opens wins. This is typically best for subject line tests.
Unique Click Rate: The version that generates the most unique clicks wins. This is ideal for testing content variations.

Step 6: Send or Schedule

Once everything is configured, click Send or Schedule. The system will run the test and automatically send the winning version to the remainder of your audience.

Understanding the Winning Criteria

The winning version is selected based purely on the metric you choose. After the specified test duration ends, the system identifies the top performer and immediately dispatches it to the segment of your audience that was held back from the initial test.

Frequently Asked Questions

What is the maximum number of variations I can test?

You can test up to six variations in a single A/B test.

Can I test both subject lines and content at the same time?

No. Each A/B test is limited to one test type: either Email Subject or Email Content.

Where can I see the results of my A/B test?

The results, including open rates, click rates, and the winning variation, are available in your Campaign Statistics dashboard.

Can I use the winning version again?

Yes. You can duplicate the successful email and use it as a template for future campaigns.

A/B Testing in Email Campaigns