Create A/B Split Test

To get started creating your Split Test, click  Campaign > A/B Split Tests from the left menu bar.

We recommend uploading your A and B emails as Templates before starting to compose your A/B Test. This will speed the test composition process significantly.

Step 1: A/B Split Test Properties

Enter the basic properties of your Split Test in the form.

Test NameThe name of the drip campaign you are creating. This will be used to identify the campaign in the campaign reports.
First NameThe name that you'd like your subscribers to see when they receive your message in their inbox.
From EmailThis is what your subscribers will see as the 'From' email address in their inbox.

By default, the 'Reply-to' email address is the same as the 'From' address. If you want to use a different address for contacts to reply to, check the box below 'From email' and enter the required reply address in the field provided.

You can insert personalisation tags in these properties fields. Click the Personalise button that appears when you hover your mouse over the field, and choose the personalisation field you want to include from the pop-up. Once you have entered these details, click Continue.

Step 2: List Selection

In this step you can choose which contacts to send your test to. Check the checkbox next to the list you want to use. You can segment your list with existing filters, or create a new one.

List Filters

Click Apply Filter to open the filters table. All the message filters you have created will be listed here. You can apply a filter to your list by clicking the radio button next to the filter name. You can also see the filter properties by clicking  the Properties button. Remove the filter by clicking Clear.

For more details on list options, see our Lists page in email creation.

The system will automatically send your email to your most engaged contacts. Be aware that this can result in post-testing engagement rates being lower than you might expect, as your most engaged readers will already have received the email in the testing phase.

Step 3: A/B Split Test Set Up

In this step you can compose the two emails that you will use as the control and treatment. Click Compose on each card and work through the email composition process for each email in turn.

What To Test?

The most important part of an A/B test is that it has a defined, measurable outcome. You need to know exactly what you are testing. Here are a few ideas for things you can test:

  • Email Subject
  • Call-to-Action
  • Email body content
  • Graphics
  • Colour
  • Email layout

Currently you can test the following:

  • Content: Create two separate messages with slight variance in design, content or CTA placement.
  • Subject: Send the same message with two different subject lines.
  • From Details: Send the same message with two different from details.

Message Properties

Set up message properties for the message. Properties will display differently according to what test was selected.

  • Subject: This is the subject line your subscribers will see when the mail arrives in their inbox. (Required)
    • You can add personalisation and emoji to the subject line.
  • From Name: The company name that you'd like your subscribers to see when they receive your message in their inbox.
  • From Email: This is what your subscribers will see as the 'From' email address in their inbox. (Required)

Message Composition

Compose both messages using either of our five composition methods.

There are five composition options available:

  1. Builder: Use the drag-and-drop interface to customise your email without having to know any HTML code. Read the Builder tutorial.
  2. Classic: This uses a standard What You See Is What You Get (WYSIWYG) interface to compose the email. View the Classic tutorial.
  3. Coder: Advanced users can use our code editor, which allows professional agencies and developers to upload or edit email templates using HTML or CSS. The coder will send your newsletter exactly as you give it to us, without making any changes. Learn more about the Coder.
  4. Import from URL: Use this option to import a newsletter directly from a website or CMS. Read about how to Import from URL.
  5. Upload from ZIP: Upload a ZIP file straight from your computer. Learn how to Upload from ZIP.

List Split

You can click and drag the slider to adjust the percentage of your list that will receive each message in the test. Any remaining contacts on the list who don't receive the test messages will automatically receive the winning email. You can set the test down as low as 1% per test email, as long as each email goes to a minimum of 1 contact. Click save once you are happy with the list split.

Winner Selection

The winning message can be determined by the number of opens, or clicks each message receives. Select an option and click save.

Test Duration

You can set how long to run the Split Test before a winner is selected. By default the minimum duration is four hours. This will ensure enough stats are gathered before the winning message is chosen. The winning message will be sent automatically to the remainder of the list.


Click Next to continue composition.

Step 4: Delivery Options

You can schedule your messages in the Delivery Options. Check the Schedule This Message checkbox and set the date. Otherwise, click Next.


Step 5: Confirmation

Review all the settings you’ve chosen for this test message to make sure everything is correct. Use switch view to preview the thumbnails of both test messages. The Overview pane shows what is being tested, how the list is split, how the winner is determined, and how long the test will run for. You can also check the composition details, which list has been used, the sending options, tacking, and footer. These are set during message composition.

Once you are happy, click Send to get the campaign on the road.

Step 6: Sending

This is the final page once you click send or schedule. The page displays the settings used to create your AB campaign. From here you can create a new test or see reporting details.

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