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.
  2. Find the step you want to test and select the down arrow.
  3. Click Start A/B Test. This will create the "B" version of your email step.
  4. From there, you can edit the subject line and email copy for each version 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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