How to make an A/B test for emails¶
A/B testing in email campaigns is a powerful strategy to understand what elements of your emails resonate best with your audience. By sending two variations of an email to different segments of your list, you can measure the impact of changes and optimize your email marketing efforts for better performance.
This process is particularly useful for refining frequently sent emails such as newsletters, onboarding sequences, and follow-up funnels. Mautic offers A/B testing capabilities that can help you make data-driven decisions to improve your email campaigns.
Info
Come with a hypothesis or goal for what you want to achieve with the A/B test before following this guide.
Steps¶
- Create a new segment email in Mautic, specifying the internal name, subject, and content.
- Save and close the email to create the parent (A) version.
- In the email detail dropdown, click 'Add A/B Test' to create the variant (B).
- Modify the subject or content of the variant email, ensuring you only change one element.
- Save and close the variant email.
- Publish the variants by toggling the red switch to green.
- Set the criteria for winning the A/B test based on your campaign goals.
- Send out the test emails to the segmented list, ensuring a random and representative sample.
- Monitor the results and look for the trophy icon to identify the leading variant.
- Declare a winner if necessary by clicking the trophy next to the leading variant.
- Send the winning email to the remainder of your audience.
Results¶
The winning variant of the email should have a higher performance in the metric you chose, such as open rate or click-through rate.
Success
Ensure that your sample size is large enough to provide reliable data and that the test runs long enough to account for variables like time of day and day of the week.