1. Creating and Testing Variations
An A/B test campaign allows you to test multiple versions of a newsletter against each other. This helps you compare performance and determine exactly which elements resonate best with your audience.
You can define and test different variations for the following variables:
Content: Different text copies, layouts, or Call-to-Action (CTA) buttons.
Subject Line: Various phrasing options to optimize your open rates.
Preheader: Complementary preview texts displayed next to or below the subject line.
Sender Name: Personalized names versus company or brand names.
You can configure up to 9 different combinations of these variables per test. The individual newsletter variations are automatically generated from these components, allowing you to easily discover the top-performing version.
2. Configuring Recipient Distribution
In the fifth step of the creation process ("Send"), you can configure the recipient split for your A/B test. Here, you define what percentage of your target group will receive the test variations and how many will receive the final winning mailing.
To ensure statistically valid and unbiased results, the system selects the test recipients completely at random.
Group Size Limitation: Test variations can be sent to a maximum of 80% of your total recipient list. This guarantees that at least 20% of your audience is reserved to receive the optimized winning mailing.
3. Scheduling the Evaluation Period and Winning Mailing
Before launching, you can specify how long the system should collect data before automatically sending the winning version. You can set this evaluation window to a minimum of 8 hours and a maximum of 2 days after the initial test variations are dispatched.
During this period, the system tracks key performance metrics such as open, click, and bounce rates. The winning combination is determined based on this data.
đĄ Expert Tip: A short evaluation window increases the risk of premature results, as many recipients open or click emails several hours after delivery. We highly recommend allocating at least 24 hours for the A/B test before the winning mailing is automatically deployed to the remaining list.
4. Automated Delivery of the Winning Mailing
Once the evaluation period concludes, the system analyzes the results and automatically assembles the optimal winning variation using a hybrid best-performance logic:
It applies the subject line from the variation that achieved the highest open rate.
It applies the content from the variation that achieved the highest click rate.
This finalized, optimized newsletter is then automatically dispatched to all remaining recipients in your target group.