A/B Testing Your Email Campaigns

A/B testing, sometimes called split testing, lets you try several versions of an email on a slice of your audience and send the best performer to everyone else.

Requirements

• The campaign needs at least 40 contacts.
• You can test either the Email Subject or the Email Content, not both in one test.
• A/B tests work with Send Now and Schedule only. They are not available for batch or RSS sending.

How the test runs

1. Vendi Today sends each variation to an equal share of the test group.
2. It waits for the test duration you chose.
3. It compares results using the winning metric.
4. It sends the winning version to the contacts who were not in the test.

If your chosen metric produced no results, the first variation wins by default.

Setting it up

1. Go to Marketing > Emails > Campaigns and open the campaign.
2. In the builder, open the A/B testing tab and turn on Enable A/B testing.
3. Choose Email Subject or Email Content.
4. Set the test duration, from 30 minutes to 24 hours.
5. Choose how many variations to test, up to six.
6. Use the slider on the left to decide how much of the audience takes part.
7. Write the variations. For subject tests, enter a different subject for each. For content tests, select each variation letter at the top and edit the body.
8. Choose the winner criterion: Unique Open Rate or Unique Click Rate.
9. Click Save, then Send or Schedule.

Choosing what to test

Test subject lines when you care about opens, and test content when you care about clicks. Change one meaningful thing at a time.

Good to know: Give the test enough time. Very short windows may not produce enough opens or clicks to pick a real winner.