A/B Campaigns

A/B Campaigns

How Can I...up

A/B testing Campaign is an easy and time-proven way to make an attempt to increase your open rate & click rate of your campaigns. Here two versions of an email campaign are sent to the subscribers to find out the performance of the email with a specific content or subject.  It’s not only a  test of your campaign’s subject line or content but also a test of your patience and the analytical part of your brain where you think in a logical manner and interpret the findings to move on to the next step of sending the successful campaign to rest of the subscribers.

Why A/B Testing?

  • Have you ever thought even though your campaign was successful, what made the campaign a big success and pumped up so many prospective?
  • Was that the magic of the subject line or a secret masala of content which brought the success rate to your campaign?
  • And what if your campaign didn’t work out! Won’t you think twice to avoid those mistakes in your future campaigns?


The answer for all these questions is A/B testing where you split your campaign into two versions with respect to a change in the subject line or the content part and check which would be the one with highest  open rate or click rate within the specified time.  However, there are other angles to view this testing methodology.

  1. It is a blend of quantitative and qualitative method where you select certain number of subscribers to send two different versions of an email and check the quality of the content or subject part.
  2. Here subscribers become jurist who decides the version of your email campaign to give a final call.
  3. It provides you the platform to experiment with your email campaign and understand the market trend revolving around your subscribers.

Create A/B Campaign

Create an A/B campaign and send both the version to the recipients. We’ll choose the winner and send the winning version to the remaining recipients from your mailing list, automatically.

Step 1 A/B Testing Setup

  1. Click Email Campaigns tab --> Advanced Campaigns --> New AB Campaign.
  2. In A/B Testing Setup page, give a name to your A/B Campaign.

  3. A/B Test Type:  It is the type of test you want to apply on the campaign on the basis of Subject Line, Sender Details or Campaign Content.
  4. Choose Recipients percentage for A/B Campaign: Select the percentage of contacts from the list; you want to send the A/B campaign.
  5. Choose Winner Type: Here you’ve an option to select the winner on the basis of Open Rate or Click Rate or manually where you choose the winner based on the A/B report so that we can send the campaign to remaining recipients.
  6. Also, you’ve the option for the test duration of how long the A/B test should run.

  7. Click Next to proceed.

Step 2 Configure Subject/Sender Details

  1. In this step, you would enter the subject line or sender name for Campaign A and Campaign B depending upon the test type you’ve opted for in the previous step.
  2. Sender Email Address: Select the email address from the drop down list.
  3. Reply-To Address: The subscriber will reply to this email address.
  4. Click Next to proceed.

Step 3 Content Configuration

  1. If you’ve opted for Campaign Content as a basis to test the Campaign, here you would’ve the option to configure two different content versions for the test.
  2. Click Next to proceed.

Step 4: Choose Recipients

  1. You'll choose the contact list or a segment of your list to which you'll send the A/B campaign.
  2. Click Next to proceed.

Now, the A/B Campaign would be sent for review and once it is done, you can send the A/B campaign, successfully.

A/B Test Reports

Once you’re A/B campaign is sent, you can view the test results in the Summary page. Apart from our Campaign reports where we show the A/B Test Details delivered, opened and clicked, we also show the A/B Test Reports which highlights the number of subscribers Opened, Unopened, Clicked, Unsubscribed, Marked Spam, Forwards and the email address details of those who opened the email.

Related FAQs

1.When the A/B campaign is in test phase, can I decide the winner manually before the campaign is sent to the recipients?
2.If both A & B scores equally - who will be the winner for the test campaign?