Running A/B Tests

Learn how to run a test on your email sequence to see which email copy and subject line performs better.


Running A/B tests are a great way to see which emails perform better. These come in handy if you want to try out personalizing different areas of an email or even a subject line.

Our A/B tests send out two variations of your email step in a round-robin fashion. You can run a test for both subject lines and email context.

To run an A/B test, follow the steps below:

  1. Open the sequence and navigate to the Steps tab.
  2. Select the email step you'd like to A/B test and click the down arrow.
  3. Select "Start A/B Test" from the drop-down menu. This will create the "B" version of your email step.
  4. From there, you can edit the subject line and email copy for version A and B of your email step.

This is what the results will look like after conducting your A/B test:

The totals/averages also include emails that have been personalized since personalized emails don't have their own metrics so you will see them included in the final results.


Follows up and A/B tests

Any follow-ups to an A/B test will appear in the same thread as the initial email.

If the first step in a sequence is being A/B tested and has follow-ups, those follow-ups will always use the last subject line that was sent to the contact.

It's not possible to A/B test a new thread within a sequence.


Running A/B tests for multiple steps

We only recommend setting up an A/B test for one step of a sequence at a time. This is because running a test on multiple steps in the same sequence can complicate things and make it difficult to measure your results and other data.

If you would like to run an A/B test for multiple steps within a sequence, we suggest creating two separate sequences to measure their performance easily and clearly.


Personalizing messages and A/B tests

When you personalize an email for a contact, it will always pull up variation "A" for you to personalize. Once you save the personalized email for the contact, that contact will be taken out of the A/B test.

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