Create campaign for A/B Testing

A A/B Testing campaign allows you to send the same campaign with some variations (a different subject line, different templates, etc.) to two different groups of subscribers, so you can see which one performs better and send the most effective variation of the campaign to the rest of your 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 A/B Testing option.

Steps for creating a campaign

Once you have selected this type of campaign, you will need to follow four simple steps:

Step 1: Start

First, you'll need to choose the number of tests you want to send (two or more variations) and the percentage of subscribers on your selected list that you want to receive the test. To choose a larger or smaller sample, you can drag the cursor along the blue edge.

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 will have to define which of the two variants will win the experiment: the one that gets the highest number of openings, or the one that gets the highest number of unique clicks on the links within the email.

You will also need 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.

In this same step you will also need to fill in the Campaign Name and Subdomain fields, and choose whether you want to track the link URLs with Google Analytics, as in a normal campaign.

Step 2: Subscribers

In the second step, you'll be able to choose the subscriber list to which you want to send the campaign.

Please note that for this specific case, only one subscriber list can be the recipient of A/B Testing.

Step 3: Design

In this step you will define the two campaign variants. You will find the fields Sender name, sender email, email subject, etc. and the possibility to choose the template below.

Please note 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 subjects, 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 design between variant A and B, and determine that the winning variant is the one that gets more link clicks within the email

You can find more practical examples and strategic advice in our complete guide on 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 established. Finally, at the bottom you can choose between sending yourself a test, sending the test immediately or scheduling it for a specific date.

Both variants will be sent at the same time, while the remaining winning variant will be sent in the time frame you selected in step 1.