How to perform email campaign A/B testing?

The A/B Testing feature in Raise More allows you to compare different versions of email subjects and email preview text, and see which ones perform better. Instead of A/B testing the entire email content, Raise More focuses specifically on comparing the performance of subject lines and email text previews, since they play a major role in determining whether or not recipients will open an email.

It helps identify which subject line generates a higher open rate by sending the same email with different subject lines/text previews to the A/B test audience. This helps improve email performance and allows teams to choose more effective subject lines for future campaigns.

The winning email subjects and email preview texts are determined by the email open rate. Raise More determines the winning email by tracking the number of opens during the A/B test period (more on that later). The variant with the most opens is selected as the winning email. The subject and preview text of the winning email is applied to the email that will be sent to all the contacts in a campaign.

You can enable A/B testing for both new email campaigns and campaigns already saved as a draft. Simply create a new campaign and check the Enable A/B Testing checkbox or open an email campaign saved as a draft and check the box. The option to enable A/B testing becomes available after entering the primary subject line (the option will be greyed out if the main subject line is not already defined).

The following A/B testing configuration options become available after checking the “Enable A/B testing” checkbox.

A/B Test audience percentage: The percentage of email recipients who will receive the A/B testing emails. E.g. if the list contains 100 recipients, setting this to 50 means 50% of the people will receive the A/B testing emails i.e. 50 recipients.

Wait time before full send (hours): Defines the number of hours before the email is sent to everyone in the list. The winning email will be sent to all recipients.

Approximate A/B test audience size: Shows the number of A/B testing email recipients. The number depends on the “A/B Test audience percentage” you set earlier. The system will automatically round off this number.

Variant A: Shows the primary email subject and email preview text entered in the Subject and Preview Text fields above. You cannot edit it here. If you want to change these, click the Edit Subject or Edit Preview Text buttons above.

Variant B/Variant C, D, E (and so on): These fields allow you to input different versions of email subject lines and email text previews for A/B testing.

Merge Fields: Allows you to personalize the subject and preview text lines. Different options are available including first and last name, ask amount, last donation amount etc.

Save changes and send the email campaign as already covered in the How do I send or schedule an email campaign?

1. Try different tones

Test variations such as formal vs conversational, short vs descriptive, or direct vs curiosity driven subject lines. This can help identify which tone resonates most with your audience.

2. Keep subject lines concise

Shorter subject lines are easier to read on mobile devices. Testing a shorter version against a longer one can reveal which format performs better.

3. Use the preview text strategically

Preview text should support the subject line rather than repeat it. Use it to add context, highlight a benefit, or encourage the reader to open the email.

4. Avoid spam trigger language

Subject lines with excessive punctuation, all caps, or overly promotional wording may reduce deliverability. Testing simpler wording can often improve results.

5. Test personalization carefully

Compare a personalized subject line with a generic one to see if including the recipient’s name or campaign reference increases engagement (you can personalize using the Merge Fields button below each variant.).

6. Review results and apply insights

After the test completes, look at which variant performed better and apply those lessons to future campaigns to steadily improve open rates.