Running A/B Tests for Personalized Outreach
If you want to test different messages, CTAs, or follow-up styles, Twain + Clay makes it easy to set up A/B experiments.
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 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, 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 allows you to experiment with CTAs, social proof, messaging style, and sequence length to optimize your outreach.