Usually A/B split testing involves sending two different versions (Version A and Version B) of the same email to two small, randomly selected groups from your recipient list. These versions differ in just one element, such as:
Subject line
Email content (text or images)
Send time or sender name
Rather than stopping at just A/B testing (one message vs another), in Elastic Email you can use our tools to test many versions of your template, different subject lines, the time you choose to send, and to what lists you send to. Discover what works and what doesn't and get the information you need to make the biggest impact with your contacts.
Running the campaign
Steps to Set Up an A/B Test Campaign
Go to your Campaigns screen and click "Create Campaign".
From the available options, select "A/B Test".
Choose the contact list you want to send the campaign to.
Select or create the first template for your campaign.
A new feature will appear that is not available in Regular Campaigns: the Version A and Version B tabs. You can add more versions if needed. Create or choose additional templates for your campaign - you can add as many as you like.
Each template will appear under its own tab (e.g., "Version A", "Version B", etc.).
Update the details for each version, including the subject line, sender name, and sender email address.In the "Settings & Tracking" section, configure your tracking preferences and, most importantly, your split optimization settings (see below for more details).
Click "Send Campaign" - or schedule it to send at a later time.
Once the campaign is active, you can monitor it from your Campaigns screen.
You’ll see how many emails were sent for each version and view performance metrics like opens and clicks.
Be sure to click the "Refresh" button to see real-time updates.
Split Optimization
Your A/B split campaign can be optimized based on one of two metrics: opens or clicks.
During the initial testing phase, the system sends all template variants to a small group of contacts of your selected contact list - typically 10%. Each contact will receive only one version of the email.
Based on the performance during this period (measured by opens or clicks, depending on your chosen metric), the best-performing version - the “winner” template - is then sent to the remaining contacts in subsequent optimization phases.
You can see the results of all your campaign versions on the campaign's Activity screen. They will be divided into tabs named with consecutive alphabet letters from "a" to "z" so you can easily compare them and decide which one is more beneficial:
If any further clarification is required, we are available to you every day at any time. Please contact our 24/7 Customer Support to get the necessary assistance. We are always happy to help!