A/B Email Testing Tool

TABLE OF CONTENTS

You can now experiment with subject lines, email templates, or scheduling to see what resonates best with your customers.

A/B Testing helps you:

Optimise campaigns: Identify the changes that positively impact open rates, response rates, and completions.
Demonstrate expertise: Prove which campaign tactics deliver stronger results.
Reduce churn: Keep engagement high and ensure campaigns remain effective.

When you run an A/B test:

Your audience is split evenly:
- 50% receive the original (control) version.
- 50% receive the new (variation) version.
Each testing period is limited to one test type (subject line, template, or scheduling) to ensure accurate results.
We recommend running tests for a minimum of 3 weeks to collect reliable insight.

A/B Email Testing Tool is a managed service. Contact your CSM to create your test.

Choose the campaign you’d like to test. Only available campaigns will appear.
Narrow the test to specific products or tags. Upload a file if required.
Select the start and end date for your test.

Tests must be scheduled at least one day in advance.
Choose your testing option (one per test):
- Scheduling – Optimise the timing of your email deliveries.
- Email template – Improve layout, branding, and content performance.
- Subject line – Test different subject lines to increase engagement.
The test builder automatically saves your selections as you configure them.

Tip: Run your tests for at least 3 weeks wherever possible to ensure meaningful and reliable insights.

Your test results are available in Analytics > Additional analytics, filtered by test type.

The report includes:

Test duration (start and end dates)
KPIs:
- Response rate
- Form open rate
- Form completion rate
Comparison tables showing how your control and variation performed side by side.

This feature helps you optimise your campaigns, improve engagement, and demonstrate value by testing different variations of your email content.