Documentation/Campaigns
A/B testing
Test variations to find what actually performs.
A/B testing sends variations of a campaign to parts of your audience, so you can find out what works instead of guessing.
The Create A/B Test entry point is currently turned off in the app, so this flow isn't reachable today. The rest of this article describes how it works when it's switched back on.
Run a test
Open your campaign's Message step
Pick a template first — then click Create A/B Test. You'll need a sender email set before you can continue.
Set up your variations
Each variation can differ in subject line and/or content.
Review each variation
Use the expanded view to check them side by side.
Start the test
Engage distributes the variations across your audience and reports how each performed.
Two variations, one difference
Test one thing at a time
If you change the subject line and the design, and variation B wins, you've learned nothing about why. Change one variable per test.
What's worth testing
| Test | Why |
|---|---|
| Subject line | The single biggest lever on open rate |
| Preview text | Often untested, and cheap to change |
| Call-to-action wording | Small changes move click rate noticeably |
| Send time | Audiences differ more than the 'best time to send' blogs admit |
| Long vs short copy | Settles an argument your team is probably already having |
Give the test enough audience to mean something. On a list of 200 people, a 2% difference is noise, not a result.
A/B testing requires a Standard plan or above.