Run an A/B test

An A/B test sends different versions of an email to a small part of your list. After a wait, the best version goes to everyone else. Each version can have its own subject line, sender and design.

Create an A/B test

1. In the left sidebar, click Campaigns, then Create campaign.
2. On the A/B Test card, click Create.

The A/B wizard has three steps, Campaign, Variants and Winner Rules, followed by Review & Launch.

Step 1: Campaign

1. Enter a Campaign name.
2. Choose the Audience list.
3. Set the Test audience size: how much of the list gets the test versions. The rest gets the winner.
4. Choose an Assignment strategy:
   • Exact split: accurate to one subscriber. Best for most lists.
   • Hash split: approximate, but faster on very large lists.

Step 2: Variants

1. For each variant, set a Variant name, an Email subject, the From name, From email and Reply-to, and choose a template.
2. Click Add variant to add another version.
3. Set the Split for each variant. The splits must add up to exactly 100%.

To test only the subject line, give every variant the same design and change just the subject.

Step 3: Winner Rules

1. Choose how the winner is picked:
   • Highest open rate
   • Highest click rate
   • Manual selection: you look at the results and choose.
2. Set Wait before deciding: how many hours after the test sends before the winner is chosen.

Launch and pick the winner

1. On Review & Launch, check everything and click Launch A/B Test.
2. The test versions go out first. The campaign shows Awaiting winner while it collects results.
3. After the wait, SendCoop sends the best version to the rest of the audience. With Manual selection, open the A/B Test Report and click Choose as winner on the version you want.

Tips

• Test one thing at a time, such as the subject line, so you know what made the difference.
• Clicks are a more reliable measure than opens, because some email apps load images automatically.

Related

• Create a campaign
• Read your campaign report
• Check your inbox score