Create A/B Testing campaigns
A campaign A/B Testing allows you to send the same campaign with a few variations (a different subject, different templates, etc.) to two different groups of subscribers, so you can check which of the two gets better results and send the most effective variation of the campaign to the rest of the list.
In this article:
Create a new campaign A/B Testing
To create an A/B Testing campaign you will have to go to the Campaigns view within Newsletters. Then, click on the New Campaign button and select the A/B Testing option.
Steps for creating a campaign
Once you've selected this type of campaign, you'll need to follow four simple steps:
Step 1: General settings
First, you will need to choose the number of tests you want to send (two or more variants) and the percentage of subscribers in the selected list that you want to receive the test. To choose a larger or smaller sample, you can drag the cursor along the blue end.
In the example below, 15% of the selected list will receive variant A, another 15% will receive variant B, and the remaining percentage (70% of the list) will receive the winning variant between A and B (below you can customize when the winning variant of the test will be sent and which parameter will determine the winning variant).
Also in this step you must define which of the two variants will be the winner of the experiment: the one that gets the most openings, or the one that gets the most clicks on the links within the email.
You will also have to define how long after the most successful variant will be sent to the rest of the subscribers who have not yet received the campaigns.
In this same step you will also need to fill in the Campaign Name and Subdomain fields, and choose if you want to track link URLs with Google Analytics, as in a normal campaign.
Step 2: Subscribers
In the second step, you can choose the list of subscribers you want to send the campaigns to.
Note that for this specific case, only a list of subscribers can target the A/B Testing.
Step 3: Design
In this step you will need to define the two variants of the campaigns. You'll find the fields Sender Name, Sender's Email, Email Subject, etc. and the ability to choose the template below.
Keep in mind that you must have already prepared the templates previously from the Templates section within newsletters.
Our recommendation is that you only make one change to each variant to see exactly why one variant has won over the other, some examples:
- Create an A/B Testing with different issues, and determine that the winning variant is the one that gets the most opens
- Create a call to action with a different color, text, or layout between variant A and B, and determine that the winning variant is the one that gets the most link clicks within the email
You can find more practical examples and strategic tips in our complete guide to A/B Testing for email marketing.
Step 4: Summary
In the last step you can review a summary of the campaign and edit any of the parameters you have previously set. Finally, at the bottom, you can choose between sending yourself a test, sending the test on the spot, or scheduling it for a specific date.
The two variants will be shipped at the same time, while the remaining winning variant will be shipped within the time frame you selected in step 1.