Run an A/B Test for Email Campaigns

Goal

Compare multiple variants of an email message and send the best-performing version to your audience.

Prerequisites

• At least two email draft messages exist.

• A recipient group is available.

Procedure

1. Select email variants

1. Open Messages > Draft Messages > Email.

2. Select two or more email drafts.

3. Click Split Sendout.

2. Configure the split sendout

1. Select the recipient group.

2. Define how recipients are distributed across the variants.

3. Select the time zone.

4. Define when the split sendout starts.

For detailed explanations of individual settings and options, see Split Sendout: Settings

3. Define how the winning variant is sent

1. Choose whether the main sendout starts automatically or manually.

2. If you choose an automatic main sendout, define how success is measured.

You can select different performance criteria depending on your campaign goal, such as:

• Highest opening rate

• Highest click rate

• Highest number of conversions

• Lowest unsubscribe rate

The selected criterion determines which variant is considered the winning message.

For details on how each criterion is calculated and applied, see Split Sendout: Settings.

4. Start the split sendout

1. Review the split messages.

2. Start the sendout.

Note

If message moderation is enabled for the recipient group used for the split sendout, the sendout must be approved before it is sent. See Message Moderation.

5. Review results

1. Open Messages > Outbox > Email.

2. Locate the split sendout and open its details.

3. Review the performance of each variant.

For more information on how split sendout results are analyzed and displayed, see Evaluating Split Message Statistics.

6. Send the winning variant

If the main sendout was configured to start automatically, no action is required. The system sends the winning variant based on the selected performance criterion.

If the main sendout was configured to start manually:

1. Open Messages > Outbox > Email.

2. Locate the split sendout and open its details.

3. Select the message version you want to use for the main sendout.

4. Open the action menu for the selected message version and start the main sendout.

5. Define when the main sendout takes place and confirm the sendout.