How do I A\B test in My Email Marketing Campaigns?

How do I A\B test in My Email Marketing Campaigns?

With A/B testing in My Email Marketing Campaigns, you can test almost anything in your email and compare up to 10 versions simultaneously. 
Some common use cases are:
  1.       Testing subject lines
  2.       Testing CTA buttons
  3.       Testing sender names
Once you decide what elements you want to test (subject line, sender name, images, buttons, etc.) and how many versions of the email you want to send, you are ready to launch the A/B test.

Set the testing criteria (open rate, click rate, etc.) and then each version is sent to a small but equal number of recipients from the same contact list.
  1. Our powerful analytics tool shows real data in intuitive graphs, telling the story of which version resonated best with your customers.
  2. You can then choose to send the winning version to the remaining recipients on that contact list, or have us do it for you automatically.
  3. With A/B testing, you benefit from very efficient email testing and together with other features (segmentation, campaign comparison, etc.), you will know how to design the most effective email.
To get started, log in to your dashboard and select the "My Email Marketing Campaigns" tile.



First, you will need to create different campaign versions.
You'll complete the following to run your A/B test:
  1. Design your campaign
  2. Create one or more variations of that campaign
  3. Define the test criteria and recipient size
  4. Review the results
Step 1: Setup

The "Create a new campaign" page shows the different sections of your campaign that need to be completed.




  1. Campaign Name: This is an internal name for your campaign that only you see.
  2. Language: Set the language of your campaign.
  3. Subject: The subject of your campaign as it appears in your recipient's inbox.
  4. From: Enter the name your recipients will see in the "from" field and the sending address.
  5. Contact List: Select your contact list. Create or apply a segmentation.


Click "Design email" to select your campaign template and design your different versions.


Step 2: Design

Customize your campaign by adding new elements with a quick drag-and-drop. Click in any section to edit it.


Once you're done designing, you've created your campaign, also known as Version A.

To create a new version, select the drop-down list, and select '"Create a new version".




Any time a new version is created, it is an exact copy of the previous version. If you were to create Version C, it would be an exact copy of Version B, and so on.
To change the subject and sender details for Version B, select the Edit icon.

To delete a version, simply select the drop-down list and select "Delete this version".

(When you delete a version, any subsequent versions are renamed accordingly.)

Don't make too many changes to a single version. Having too many variables will make it difficult to determine which variable made the most impact. Remember, you can create up to 10 versions of the same campaign.
Once you are ready to send your campaign, select "Review & Send".

Step 3: Test Sample & Winner Criteria

Now that you've created your campaign versions, the next step is to set the test sample size and the criteria for selecting and sending the winning version.

The A/B Test Sample section will show the default configuration: 20% test sample size and the winning version is automatically sent.



Click on the pencil icon to edit the configuration.

Test Sample Size

Enter the percentage of contacts that will receive your campaign versions. The total percentage or number of contacts will be divided by the number of versions you have.

Note: If the number of campaign versions cannot evenly divide into the number of test contacts selected, the remainder will be added to the last version.
The statistics from this test will then be collected to determine the winning version.


Winner Selection

You can now select how the winning version will be sent: automatically or manually.

With Automatically mode, you select the criteria that will be used to determine the winning version at the end of the testing period (defined in the next step).
Once a winning version has been decided, we'll automatically send it to the remainder of the contact list and you will be notified via an email message.
In the event of a tie, we will choose the winning campaign with the best global score and you will be notified via email.

With Manually mode, you will review the test results to select and send the winning version within 7 days of the initial sending.
Note: You must let the test run a minimum of 1 hour before reviewing any results, and the winning version needs to be sent within 7 days of the initial sending. (If after 7 days the winning version is not sent, you will receive notification that your campaign has been cancelled.)


Step 4: Schedule & Send

You can choose when to send your test sample by selecting "Schedule".


If you selected Automatically Mode, you can schedule when the test sample and winning version will be sent.
Note: The A/B test needs to run a minimum of 1 hour before the winning version can be determined. If your test sample is large, you may wish to run the A/B test for a longer period before the winner is selected.

If you selected Manual Mode, you can schedule when the test sample will be sent and set a reminder to analyze the results.
Remember, the winning version needs to be manually sent within 7 days of the initial sending, otherwise the campaign will be cancelled.

Select "Send now" to send your A/B campaign.



Accessing Your A/B Campaign

Regardless whether your campaign is ongoing or completed, you can view it just like a regular campaign:

From your Campaigns page, select the A/B test tab, and then select your campaign title.


Here is an example of an ongoing A/B test in auto mode.


With an ongoing A/B Test in auto mode, you can:
  • Change from Automatic to Manual mode, and then you can decide the winning version.
  • Adjust the winning version criteria.
  • Change the date or time when the winning version will be sent.
  • Cancel the A/B test.
If no messages have been sent, your campaign will be saved as a draft that you can send at a later date. If messages have already been sent, your campaign will be saved as a normal campaign.
With an A/B in manual mode, you can select the winning version at any time: From the drop-down list, select the winning version and then select "Send This Version".

The other options for an ongoing A/B in Manual mode are:
  • Change from Manual to Automatic mode. You will need to select the winning criteria and the date & time when the winning version will be sent.
  • Change the date or time of your reminder email.
  • Cancel the A/B test completely.
If no messages have been sent, your campaign will be saved as a draft that you can send at a later date. If messages have already been sent, your campaign will be saved as a normal campaign.

View Completed A/B Test in Manual or Auto Mode

Once the A/B test has been completed, you will be able to view powerful data to see what your customers liked about your different versions.

The graph displays the selected metric, and the chart shows the statuses for each version.



  1. Change the display unit, time range, and chart type.
  2. Select the desired metric to be displayed in the graph. If you hover over the graph, a pop-up will show the KPIs for each campaign.
  3. Toggle the campaign display on the graph by clicking on the name.
  4. Compare various campaigns and benchmarks.
You are now ready to test and optimize your campaigns!



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