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A/B Test Campaigns

A/B test campaigns – also called A/B testing or split testing

Anni Wild avatar
Written by Anni Wild
Updated over 8 months ago

Campaign Types

Information About A/B Tests

With A/B test campaigns, you can test several variants of a campaign in parallel. For example, test alternative subjects or a different content structure. The winning email can then be automatically sent to the broad mass of your recipient list.

💡 Testing changes in parallel instead of one after the other makes more sense, as this is the only way to ensure that all variants were sent under the same initial conditions (time of day, seasonality, competitive activity or search volume).

Create & Send A/B Test Campaign

Necessary Steps In Advance

You can create an email campaign at any time. However, in order to send it, the following steps must be completed beforehand:

Create a recipient list.

  • Create a recipient list

  • If necessary, set up the desired segmentation

  • Create/select an email template

  • Set aspects you want to test against each other

Set up

Once you have completed the steps above, you can now create an A/B test campaign and send it out. Follow these steps:

  1. Navigate to Campaigns in the left sidebar

  2. Click Create in the top right corner and select Email Campaign

Set Up - Step 1/3

  1. Kampagnennamen festlegen (interner Name).

  2. Empfängerliste auswählen (an wen soll die Kampagne gesendet werden?).

  3. Segment auswählen (soll die Empfängerliste noch weiter gefiltert werden?).

    💡 Dir wird die Anzahl der Empfänger als Kontrollwert angezeigt.

  4. Tags hinzufügen (so kannst du die Kampagne zuordnen, um deine Kampagnenübersicht zu einem späteren Zeitpunkt nach Tags zu filtern).

  5. Wenn gewünscht Pre-Actions aktivieren.

    💡 Wenn du diesen Switch aktivierst, öffnet sich ein zwischengeschalteter Schritt, in welchem du Pre Actions definieren kannst, um den Inhalt der Kampagne vor dem Versand automatisch zu aktualisieren.

Content - Step 2/3

  1. Click on Add A/B Variant.

  2. You can now jump back and forth between the tabs and edit the individual information of the variants.

  3. Set the Subject for all variants. (This is the email subject that will be displayed to your recipients)

  4. Set the Sender Information for all variants. (Under which name and e-mail address do you want to send?)

  5. Set the Reply Information for all variants. (To which name and e-mail address should your recipients be able to reply? You can also choose a completely custom email address that is not registered under your domain)

  6. Choose an Email Template or Draft for each variant; or insert your HTML to define the content of the email - you can still edit the template/draft, of course.

    💡 Email Template: An email saved as a template
    💡 Email Draft: A draft created in Emails that is not yet linked to a campaign

  7. You can edit the email using the Edit button. Alternatively, you can click on Emails in the main sidebar on the left and see all the emails that you can edit by clicking on them

Send - Step 3/3

In the last step, you get a preview & summary and can control tracking, shipping, and A/B testing options:

Tracking

  1. Track Opens (do you want to track who opened the email?)

  2. Track Clicks (do you want to track who clicked on a link in the email?)

  3. Track Website Activity (if your website was linked to in the email, you can continue to track your users' activity even after the website link is opened, provided that a tracking pixel is stored on the website to better analyze their behavior)

Dispatch

  1. Minimum Sending Duration (over what period of time should the campaign be shipped? This setting helps to save the server if, for example, a large sale is sent and there is a risk that the online store will be overloaded by opening it at the same time).

A/B Testing Preflight

  1. Activate the A/B Testing Preflight by pressing the switch

  2. Send Preflight Test to Recipients: What percentage of campaign recipients should be used as A/B testing?

  3. Draw winner after: How long to wait before sending the variant that achieved more clicks/opens to the remaining portion of the recipient list?

  4. Draw winner by: Should the winning variant be determined by clicks or by opens?

Other Options

  1. Send Test: A modal will open where you can select individual recipient(s) to send a test run to (independent of the A/B testing)

  2. Send Scheduled: A calendar opens, select a send time

  3. Send Now: It will be sent immediately

The campaign is sent at the desired time after the sending settings are completed. As long as the sending is not completed, Scheduled or Sending is displayed in the campaign overview. While the A/B testing winner is being determined, Draw Winner is displayed.

Delete A/B Test Campaign

  1. Navigate to Campaigns in the left sidebar

  2. Click on the three dots in the column of the campaign you want to delete

  3. Now select Delete

  4. Confirm that you really want to delete the selected campaign
    ​

Duplicate/Clone A/B Test Campaign

  1. Navigate to Campaigns in the left sidebar.

  2. Click on the three dots in the column of the campaign you want to clone

  3. Now select Clone

  4. Choose a Title for the cloned campaign

  5. Click Submit to complete the cloning process
    ​

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