A/B testing message steps and CTAs in Twain + Clay
If you want to test different messages, CTAs, or follow-up styles, Twain and Clay make it easy to run A/B experiments.
Before you start: Make sure you have a Twain agent with at least one campaign already running in Clay. If you're new to Twain, see Getting Started with Twain Agents first.
1. Duplicate your campaign
In Twain, duplicate the campaign you want to test.
Example:
Campaign A: original message sequence.
Campaign B: updated CTA, PS line, or opener.
2. Edit message steps
Hover over the step you want to change and click Edit Framework.
Make edits inside the curly brackets
{ }:Change the CTA.
Add a PS line or tweak the tone.
Replace text with a specific sentence for Twain to use verbatim.
3. Regenerate messages
Save changes in Twain.
Twain will generate the updated message for that step.
4. Rerun enrichment in Clay
In Clay, point your Twain: Generate Sequence column at the right campaign and rerun the enrichment for your leads.
Campaign A and B now have separate outputs ready for testing.
5. Analyze results
Send each campaign to half your leads.
Compare metrics (opens, replies, conversions) to determine the best-performing approach.
✅ Pro Tip: A/B testing lets you experiment with CTAs, social proof, messaging style, and sequence length to optimize your outreach.