A/B Test Your Email Campaigns | Optimize Performance with AiTrillion

A/B test an email campaign

Introduction

In this article, we'll explore the fundamentals of A/B testing, uncover best practices, and showcase examples of how it can transform your decision-making process. Whether you're a seasoned marketer or just starting, it will help you harness the full potential of A/B testing to achieve your business goals.


What is A/B testing?

A/B testing is more than just a buzzword—it's a methodical way to compare two variations of a single element, be it a webpage, email campaign, or ad copy, to determine which performs better. Whether you're refining your call-to-action, experimenting with design layouts, or tweaking subject lines for maximum engagement, A/B testing provides the clarity needed to boost conversions and enhance user satisfaction.


Here are the steps to do A/B testing:

Step 1: Go to Email marketing >>  Campaign >> Click on Campaign which you want to A/B test.

NotesNote: To create an email campaign - Click here


Step 2: Click on the Create A/B test button from the top or scroll to the bottom and click on Create A/B test



Step 3: Now, there are 2 versions: A version and B version. Fill in all the required details.

Subject: This is the title of your email

Sender’s Email Address: This is the email address from which the email is sent.

Sender’s Name: The name associated with the email (e.g., "AiTrillion Team" or "John at AiTrillion").

Reply-to Email: This is the email address where replies to your email are directed.



Info
Note: You can also change the template by clicking to the Edit email button.




Step 4: Now, go to the Target audience and choose the customers who have to be included and excluded from the campaign

Notes
Note: Audience must be greater than 20.

Include Audience: Use this section to select who should receive Version B.
Choose List: Select a customer list to include in the campaign. Lists are predefined collections of customers (for example, newsletter subscribers).
Choose Segments: Select one or more customer segments based on conditions such as behavior, activity, or purchase history. You can select a list, a segment, or both. When both are selected, customers matching either will be included.
Exclude Audience (Optional): Use this section to remove specific customers from Version B.
Choose List: Exclude a specific customer list (for example, internal users or recent purchasers).
Choose Segments: Exclude customers who belong to selected segments. Excluded audiences are always removed, even if they are part of the included audience.






Step 5: Choose Content test settings

How many recipients should receive the winning version? This is the percentage that will receive the winning version.
How should we determine the winning version? Select the winning criteria, which are the following:

1.) Click rate - It determines the winner based on the option that receives the majority of clicks.

2.) Open rate - It determines the winner based on the option that receives the majority of open.

3.) Total sales - It determines the winner based on the option that receives the majority of sale.

4.) Time - It will determine the winner within the time of the campaign sent


NotesNotes:
1.) If no one clicks on the campaign, then automatically A will be the winner.

2.) If you manually select the winner, the winning email will be sent to all customers within a minute.




Step 6: Review all the details and send or schedule the campaign




Now, the result will be announced depending on the settings you have selected




Important Notes

  • Ensure that the sender’s email address, sender name, and reply-to email are valid for both versions.
  • The audience selected for the A/B test will be randomly split between Version A and Version B.
  • Avoid editing the campaign once the A/B test has started, as this may affect the results.
  • Always preview and send test emails for both versions before launching the A/B test.
  • Scheduled A/B test campaigns follow the store’s configured time zone.
  • Once an A/B test campaign is sent, it cannot be paused, edited, or recalled.
  • A/B testing works best for optimizing subject lines, email content, CTAs, and layouts.
  • Monitor campaign performance metrics (open rate, click rate, conversions) to identify the winning version.

Next⏭️

Manually assign a winner for A/B testing


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