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Creating A/B Testing Email Campaign

Part 1: Setting Up Your A/B Test Campaign

Step 1: Name Your Campaign

In the Campaign Name field, enter a clear and descriptive name that explains what you are testing (e.g., "Subject Line Test - New Collection" or "CTA Button Test - Summer Sale").

Step 2: Define Your Audience

  • Choose Contacts Source who will receive this campaign whether Segment or List

  • Choose the relevant category for your campaign (e.g., "Promotional," "Sales"). This helps target customers who have opted in for specific communication types.
    Note: By default, this is disabled.

Step 3: Choose Your Test Type

This is the most crucial part of the setup. Choose what you want to test:

  • Content: (Default) Select this to test different email content, such as the subject line, from name, template design, etc.

  • Content & Time: Select this to test both different email content and different sending times to see which combination performs best.

Click the Next button to save changes for the current section.

Step 4: Select Your Segment

If you chose "Segment" as your contact source, you would have to select a pre-existing segment or create a new one using the + Create Segment button. Once selected, click Next.

 

Part 2: Creating the Email Variations

This is where you will build the different versions (variations) of your email to test against each other.

Step 5: Configure Variation A

The first variation (Variation A) is set up by default. Fill in the following fields:

  • From Name & From Email

  • Subject: The subject line for this variation. This is one of the most common and impactful elements to test.

  • Select Time of Schedule: If you chose "Content & Time" as your test type, specify the send time for this variation here.

  • Enable Email Preview: Check this box to add a pre-header text that appears after the subject line in most email clients.

  • Template: Select a pre-designed template or create one using the drag & drop email editor.

  • Send Test: Before proceeding, you can use the Send Test button to send a preview of this variation to one or more email addresses.



Step 6: Add More Variations

Click the Add Variation button to create another version of your email (Variation B, C, etc.). For each new variation, change the element you wish to test (e.g., write a different subject line for Variation B while keeping all other content the same).

Part 3: Defining the Test Parameters and Launching

Step 7: Configure Test Settings and Save All the Changes

This section determines how your A/B test will run and how a winner will be chosen.

  • Test Sample Size: Enter the percentage of your total audience that will be used for the test.
    For example, if you enter 20% for a two-variation test, 10% of your audience will receive Variation A and 10% will receive Variation B. The remaining 80% will receive the winning variation.

  • Winning Metric: Choose the goal of your test.

    • Open Rate: The variation with the highest percentage of open wins (ideal for testing subject lines).

    • Click Rate: The variation with the highest percentage of clicks wins (ideal for testing templates, images, or calls-to-action).

  • Testing Date: Set the date and time for the test variations to be sent to the sample audience.

  • Final Campaign Send Date: Specify how long the system should wait after the initial test to determine a winner (e.g., wait 4 hours). After this period, the winning variation will be automatically sent to the rest of your audience.

  • Save as Draft: Save your A/B test setup to continue working on it later.

  • Launch Test: Schedule your campaign. At the designated time, the test will be sent to the sample group, a winner will be determined, and the winning version will be sent to the remaining contacts.

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