A/B Testing

Learn how to test variables in emails to use the most effective version.

Eric Range avatar
Written by Eric Range
Updated over a week ago

On This Page:

What You’ll Learn

  • How A/B testing can help you send better performing emails

  • How A/B testing works in Campaigns

  • How to conduct an A/B test

How A/B Testing Works and What to Test

A/B Testing is a feature in Campaigns that lets you send versions of an email to a portion of your audience. After the analytics come back for the first portion of the audience, Element451 automatically sends the “winning” version to the rest of your recipients.

Navigate to A/B testing via Engagement > Campaigns > A/B Testing.

You can test the following:

  • Up to 3 subject lines

  • Up to 3 sender names

  • Up to 3 versions of the content

For A/B tests, you will send to a segment rather than a workflow. The test audience won’t know they are part of a test (the email will look like any other email you send in Campaigns).

When you set up your test, you will select what percentage of your audience should be “testers” (see screenshot below).

After the message is sent and the specified time window has elapsed (4 hours in the screenshot above), the version with the better "winning factor" (Open Rate or Clicks to View) will be labeled the winner and will be sent to the remaining people in the chosen segment.

Create an A/B Test

Creating an A/B testing communication is similar to creating a basic email. However, you should start by hovering over the Campaigns module icon in the left hand toolbar and clicking A/B Testing. Click New Communication in the top right of the screen to begin. Then, follow these steps:

1. Choose your audience (a segment).

2. Choose which variable you want to test by clicking the down arrow next to A/B Test Settings (Subject Lines, From Names, or Content). Then, choose whether you want to test two or three versions of the variable. Select the percentage of the audience you would like to receive the test (the rest will receive the "winner"). Select the winning factor and how long you would like the test to run before sending out the winning version.

📙 Note: The percentage you choose will be further divided by how many versions of your email are being tested.

For example, if you choose 30% as your test audience and you are testing 3 versions of the subject, 10% will get version 1, another 10% will get version 2, and yet another 10% will get version 3. After the winner is determined the remaining 70% will receive the winning version.

2. Configure the rest of the communication as you would normally, inputting multiple versions where relevant.

Choose the version from the top right hand corner of the section you have chosen to test.

3. Once you are happy with the communication set-up, continue with the preview, test, and sending steps you would for a regular email.

4. Once your email has sent according to the test strategy and sending settings (immediate or scheduled), make sure to see which version won, and how the versions performed overall. 

You can check the performance by going to the Analytics section of Campaigns. Learn more about analytics.

See Also

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