Create campaign A/B Testing

A campaign A/B Testing allows you to send the same campaign with some variations (a different subject, different templates, etc.) to two different groups of subscribers, so you can check which of the two gets the best results and send the most effective variation of the campaign to the rest of the list.

Create a new campaign A/B Testing

To create a campaign of type A/B Testing you will need to go to the Campaigns view within Newsletters. Then click on the New Campaign button and select the option to A/B Testing.

create campaign test a/b email

create campaign test a/b email

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).

editar test ab

editar test ab

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 campaign.

ab test winner

ab test winner

In this same step you will also have to fill in the campaign Name and Subdomainfields, and choose if you want to track the URLs of the links with Google Analytics, as in a normal campaign.

Step 2: Subscribers

In the second step, you can choose the list of subscribers to whom you want to send the campaign.

Note that for this particular case, only a list of subscribers can the recipient of the A/B Testing.

Step 3: Design

In this step you will need to define the two variants of the campaign. You will find the sender's name, sender's email, email subject, etc. fields and the possibility 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 a A/B Testing with different issues, and determine which winning variant gets the most openings
  • 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 have more practical examples and strategic tips in our complete guide to A/B Testing for email marketing.

variants of the test

variants of the test

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, below you can choose between sending you a test, sending the test at the moment 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.

send test ab

send test ab