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A/B Testing in Email Campaigns

Overview Boost your email performance with A/B Testing in the Email Builder. A/B testing allows you to send up to six variations of your email (either…

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On this page
  1. Overview
  2. What Is A/B Testing?
  3. Why Use A/B Testing
  4. ⚙️ How to Enable A/B Testing
  5. Winning Criteria Explained
  6. Frequently Asked Questions

Overview

Boost your email performance with A/B Testing in the Email Builder. A/B testing allows you to send up to six variations of your email (either subject line or content) to a portion of your audience. 

The system automatically identifies the winning version based on engagement metrics, such as open rate or click rate and sends that version to the remaining recipients.

TABLE OF CONTENTS

What Is A/B Testing?

A/B Testing (also called split testing) is a method used to compare two or more versions of an email to determine which performs better.
By testing small variations like subject lines or content, you can understand what resonates best with your audience and improve engagement over time.

Why Use A/B Testing

  • Optimise engagement: Identify which email version drives higher open or click rates.

  • Data-backed decisions: Eliminate guesswork by using real recipient behaviour.

  • Improve deliverability: Refine subject lines and send times for better inbox placement.

  • Boost conversions: Use performance insights to continuously enhance your email strategy.

⚙️ How to Enable A/B Testing

  1. Open your Email Campaign in the Email Builder.

    Step 1 of 11: Open your Email Campaign in the Email Builder What this shows Step 1 of 11: Open your Email Campaign in the Email Builder. What this shows Shows where to go for step 1 of 11 in the "⚙️ How to Enable A/B Testing" section of "A/B Testing in Email Campaigns". This screenshot accompanies step 1 of 11 in the "⚙️ How to Enable A/B Testing" section of "A/B Testing in Email Campaigns". At this point in the walkthrough you open your Email Campaign in the Email Builder. The next step is to toggle Enable A/B Testing on the left panel. Step 1 of 11Image 1 of 4 Where to goOpen your Email Campaign in the Email Builder.
    Buttons and menus referenced Email CampaignEmail BuilderEnable A/B TestingTest TypeTest DurationNumber of VariationsTest SizeSubject VariationsContent VariationsContent AIWinning CriteriaUnique Open Rate
    Next stepToggle Enable A/B Testing on the left panel.
    All 9 steps in this procedure
    1. Open your Email Campaign in the Email Builder. this image
    2. Toggle Enable A/B Testing on the left panel.
    3. Choose the Test Type:
    4. Set the Test Duration (e.g., 4 hours, 8 hours, etc.).
    5. Choose the Number of Variations (up to 6).
    6. Adjust the Test Size using the slider.
    7. Add your Subject Variations or Content Variations.
    8. Choose your Winning Criteria:
    9. Once configured, click Send or Schedule. The system will automatically run the test and deliver the best-performing version to the remaining audience.

  2. Toggle Enable A/B Testing on the left panel.

    Step 2 of 11: Toggle Enable A/B Testing on the left panel What this shows Step 2 of 11: Toggle Enable A/B Testing on the left panel. What this shows Shows what to choose for step 2 of 11 in the "⚙️ How to Enable A/B Testing" section of "A/B Testing in Email Campaigns". This screenshot accompanies step 2 of 11 in the "⚙️ How to Enable A/B Testing" section of "A/B Testing in Email Campaigns". At this point in the walkthrough you toggle Enable A/B Testing on the left panel. The next step is to choose the Test Type. Step 2 of 11Image 2 of 4 What to chooseToggle Enable A/B Testing on the left panel.
    Buttons and menus referenced Enable A/B TestingEmail CampaignEmail BuilderTest TypeTest DurationNumber of VariationsTest SizeSubject VariationsContent VariationsContent AIWinning CriteriaUnique Open Rate
    Next stepChoose the Test Type:
    All 9 steps in this procedure
    1. Open your Email Campaign in the Email Builder.
    2. Toggle Enable A/B Testing on the left panel. this image
    3. Choose the Test Type:
    4. Set the Test Duration (e.g., 4 hours, 8 hours, etc.).
    5. Choose the Number of Variations (up to 6).
    6. Adjust the Test Size using the slider.
    7. Add your Subject Variations or Content Variations.
    8. Choose your Winning Criteria:
    9. Once configured, click Send or Schedule. The system will automatically run the test and deliver the best-performing version to the remaining audience.

  3. Choose the Test Type:

    • Email Subject: Test different subject lines to find which attracts more opens.

    • Email Content: Test variations in content, such as images, buttons, or copy.

  4. Set the Test Duration (e.g., 4 hours, 8 hours, etc.).

    • This determines how long the test runs before selecting a winner.

  5. Choose the Number of Variations (up to 6).

  6. Adjust the Test Size using the slider.

    • Example: If you test two variations (A and B), you might send each to 25% of your audience and reserve the remaining 50% for the winning version.

  7. ⚙️ How to Enable A/B Testing (image 3 of 4) What this shows Open your Email Campaign in the Email Builder. What this shows Shows what this covers for step 7 of 11 in the "⚙️ How to Enable A/B Testing" section of "A/B Testing in Email Campaigns". This screenshot accompanies step 7 of 11 in the "⚙️ How to Enable A/B Testing" section of "A/B Testing in Email Campaigns". For context, this section explains: Open your Email Campaign in the Email Builder. Toggle Enable A/B Testing on the left panel. Choose the Test Type: Set the Test Duration (e.g., 4 hours, 8 hours, etc.). Choose the Number of Variations (up to 6). Adjust the Test Size using the slider. Add your Subject Variations or Content…. The next step is to add your Subject Variations or Content Variations. Step 7 of 11Image 3 of 4
    Buttons and menus referenced Email CampaignEmail BuilderEnable A/B TestingTest TypeTest DurationNumber of VariationsTest SizeSubject VariationsContent VariationsContent AIWinning CriteriaUnique Open Rate
    Next stepAdd your Subject Variations or Content Variations.
    All 9 steps in this procedure
    1. Open your Email Campaign in the Email Builder.
    2. Toggle Enable A/B Testing on the left panel.
    3. Choose the Test Type:
    4. Set the Test Duration (e.g., 4 hours, 8 hours, etc.).
    5. Choose the Number of Variations (up to 6).
    6. Adjust the Test Size using the slider.
    7. Add your Subject Variations or Content Variations. this image
    8. Choose your Winning Criteria:
    9. Once configured, click Send or Schedule. The system will automatically run the test and deliver the best-performing version to the remaining audience.

  8. Add your Subject Variations or Content Variations.

    • Optionally, use Content AI to generate creative variations automatically.

  9. Choose your Winning Criteria:

    • Unique Open Rate → Best for subject line tests.

    • Unique Click Rate → Best for content tests.

  10. ⚙️ How to Enable A/B Testing (image 4 of 4) What this shows Open your Email Campaign in the Email Builder. What this shows Shows what this covers for step 10 of 11 in the "⚙️ How to Enable A/B Testing" section of "A/B Testing in Email Campaigns". This screenshot accompanies step 10 of 11 in the "⚙️ How to Enable A/B Testing" section of "A/B Testing in Email Campaigns". For context, this section explains: Open your Email Campaign in the Email Builder. Toggle Enable A/B Testing on the left panel. Choose the Test Type: Set the Test Duration (e.g., 4 hours, 8 hours, etc.). Choose the Number of Variations (up to 6). Adjust the Test Size using the slider. Add your Subject Variations or Content…. The next step is to once configured, click Send or Schedule. The system will automatically run the test and deliver the best-performing version to the remaining audience. Step 10 of 11Image 4 of 4
    Buttons and menus referenced Email CampaignEmail BuilderEnable A/B TestingTest TypeTest DurationNumber of VariationsTest SizeSubject VariationsContent VariationsContent AIWinning CriteriaUnique Open Rate
    Next stepOnce configured, click Send or Schedule. The system will automatically run the test and deliver the best-performing version to the remaining audience.
    All 9 steps in this procedure
    1. Open your Email Campaign in the Email Builder.
    2. Toggle Enable A/B Testing on the left panel.
    3. Choose the Test Type:
    4. Set the Test Duration (e.g., 4 hours, 8 hours, etc.).
    5. Choose the Number of Variations (up to 6).
    6. Adjust the Test Size using the slider.
    7. Add your Subject Variations or Content Variations.
    8. Choose your Winning Criteria:
    9. Once configured, click Send or Schedule. The system will automatically run the test and deliver the best-performing version to the remaining audience.

  11. Once configured, click Send or Schedule. The system will automatically run the test and deliver the best-performing version to the remaining audience.

Winning Criteria Explained

  • Unique Open Rate: The version that gets the highest number of unique opens wins.

  • Unique Click Rate: The version that generates the most clicks wins.
    After the test duration ends, the winning email automatically goes out to the remaining percentage of your audience.

Frequently Asked Questions

Q: What’s the maximum number of variations I can test?
You can test up to six variations at a time.

Q: Can I test both subject lines and content in the same A/B test?
No. You can choose only one test type per campaign, either Email Subject or Email Content.

Q: Will the results appear in Analytics?

Yes. You can view A/B test results for open rate, click rate, and winner in your Campaign Statistics dashboard.

Q: Can I reuse the winning variation for future campaigns?

Absolutely! Duplicate the winning version and use it as a starting point for future campaigns.


Frequently asked questions

What Is A/B Testing?
A/B Testing (also called split testing) is a method used to compare two or more versions of an email to determine which performs better. By testing small variations like subject lines or content, you can understand what resonates best with your audience and improve engagement over time.

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