A/B Test Email Campaign
A/B Test Campaigns make it possible for you to test out up to six different versions of an email campaign with your recipient list. Experienced marketers use A/B Test Campaigns as a way to keep their audience engaged and drive them towards the desired action. By testing multiple variations of your email campaigns, you can gain insight into which materials your recipients may be more apt to react positively to. This allows you to craft content and messages that resonate with your customers and ultimately lead them to deliver the desired result – conversions!
Note: A minimum of 10 contacts are needed for each variation. So creating 4 emails to split the test would require 40 contacts, 10 for each test.
- A/B test campaigns can be only sent via using Send Now or scheduling the campaign. It will not work for batch schedules or RSS schedules.
- During the duration that is set, if there were no results for click or open rate as chosen, by default the first variation will be sent out as the winning variation.
How A/B Test Email Campaigns work
Choose one element to test, such as your email subject line or email content.
Set the number of variations to be tested - A maximum of 6 variations can be tested
Set the duration for when the test should run - Test duration can be set from 30 minutes to 24 hours.
Select the sample size of recipients for the test (each variation will be sent to exactly half of the sample)
Choose the method for determining the winner: open rate or click rate.
How to Set up an A/B Test Email Campaign
To begin setting up an A/B test email campaign, to Emails under Marketing and click on the green Create Campaign button in the upper right-hand corner.
Choose Templates
To select an email template, choose the template you would like to use, and then click on the checkmark icon. A preview of the email template can be viewed by clicking on the preview icon.
Select Your Editing Experience
If you are creating from a blank template, you can build using our visual drag-and-drop design editor or powerful code editor.
Edit A/B Testing
After creating a new email campaign, you have the option to enable A/B testing. This allows you to maximize engagement by sending up to six variations of either your subject line or email content to a portion of your users and then sending the winning variation to the rest.
Note: A/B test campaigns can be only sent via using Send Now or scheduling the campaign. It will not work for batch schedules or RSS schedules.
Email Subject Line (Optimize Open Rates)
To improve open rates, it's essential to experiment with the length of your subject line or add personalization to make your emails more engaging. Keep in mind that email subject lines are the first thing recipients see when receiving an email campaign, and they typically determine whether or not the email will be opened. This means that crafting an effective subject line that captures the reader's attention is crucial for the success of your email campaign.
Email Content (Optimize Click Rates)
On the other hand, you can choose to test different elements in your email campaign's content that might impact the conversion or action taken by the recipients. Examples of such elements include section titles, the length of the article, call-to-action buttons, images, videos, and more. Testing these different components can provide valuable insights into the type of content that resonates most with your audience, allowing you to create more effective email campaigns in the future.
Choosing the A/B Test Duration time frame
A/B testing is a crucial aspect of every email marketing strategy, and selecting an appropriate duration time frame is essential to its success. When determining the duration time frame, it's important to consider the length of time customers will need to notice, read, and respond to the emails, as this can influence your outcomes.
During this step, you can choose the period after which the combinations are sent out and compare the results for open rates or click rates.
The data collected within the test phase can then be used to identify the email campaign's winning combination. The test duration typically ranges from 30 minutes to 24 hours.
Note: If no results for click or open rates are achieved within the set duration, the first variation will be sent as the winning variation by default.
Choosing the number of split test variations
The number of variations in your email campaign will depend on your testing strategy. To set the test size, use the slider to determine the percentage of contacts that will receive different variations. You can set the slider to variations to 50%. Note that
Note: A minimum of 10 contacts are required for each variation. This means that creating four emails to split tests would require 40 contacts, with 10 for each test.
Choose the Winning Criteria
When conducting an A/B split test, you must select a winning metric to measure. You can choose between a unique open rate or a unique click rate as the winning criteria.
Testing your A/B Split test
Once the A/B Test emails are prepared, and you are happy, you may test the email campaign or preview the campaign by clicking on the 3 dots.
To publish/launch your campaign to the selected receipts, please set the delivery method to either 'Send Now' or 'Schedule For Specific Date/time'.
Note: A/B test campaigns can be only sent via using Send Now or scheduling the campaign. It will not work for batch schedules or RSS schedules.
Once the email campaigns are sent out, you may check the enhanced statistics and reports of variations and overall email campaigns.
