A/B Testing Guide

Learn how to optimize your campaigns by testing different variations and measuring their performance.

What to Test

Email Content Elements

  • Subject Lines: Test different hooks and formats
  • Preview Text: Experiment with complementary text
  • Email Copy: Test tone, length, and style
  • Call-to-Action: Compare button text and placement
  • Images: Test different visuals and layouts

Sending Options

  • Send Time: Test different days and times
  • Sender Name: Compare different "From" names
  • Reply-To: Test different response addresses
  • Personalization: Compare personalization levels

Setting Up A/B Tests

  1. Create a new A/B test campaign
  2. Choose what to test (subject line, content, etc.)
  3. Create variations:
    • Version A (control)
    • Version B (variation)
    • Additional versions (optional)
  4. Set test parameters:
    • Test sample size
    • Test duration
    • Winning criteria
  5. Review and launch test

Test Parameters

Sample Size

  • 10% Test Group: For large lists (100k+)
  • 20% Test Group: For medium lists (10k-100k)
  • 30% Test Group: For smaller lists (<10k)
  • Statistical Significance: Minimum sample needed

Test Duration

  • 4 Hours: Quick tests (subject lines)
  • 24 Hours: Standard duration
  • 48 Hours: For time-sensitive content
  • Custom: Based on sending patterns

Analyzing Results

Key Metrics

  • Open Rate: Subject line effectiveness
  • Click Rate: Content engagement
  • Conversion Rate: Action completion
  • Revenue: Sales generated
Pro Tip: Focus on metrics that align with your campaign goals. Don't optimize for opens if conversions are your primary objective.

Best Practices

  • Test One Variable:
    • Change only one element at a time
    • Keep other variables constant
    • Document all changes
  • Sample Size:
    • Use statistically significant samples
    • Consider list size when setting test group
    • Ensure even split between variations
  • Timing:
    • Run tests during typical sending times
    • Allow sufficient time for results
    • Consider seasonal factors