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What factors can I test when I perform an A/B split test on my campaign?

Sometimes, when you create an email marketing campaign, you may often wonder if a different Subject Line or content would help your newsletter perform better. Moosend's A/B Split Test Campaign is here to help you test how small changes, such as the ones mentioned earlier, might impact your results.

When it comes to creating an A/B Split Test Campaign, you have to choose the characteristic you will put to the test and which can be any of the following: either the Subject Line, the Content of the campaign or the Sender.

A/B Split Test Campaign : Which factors you can test

You can try 2 different subject lines for your campaign.

Is it difficult for you to decide which title would work best, and bring a better open rate? By choosing the first option, you can set an easily identifiable name for your campaign for internal use, then set a “Subject A” and a “Subject B” for your campaign, to see which one will work best to a portion of your list. Choose the Sender of the campaigns, as set at the Account Settings – Sender Signatures, and track it if you wish with Google Analytics.

Depending on the performance of the two campaigns sent under those subject lines, the best performing subject is the one that your recipients will see in their inbox.

A/B Split Test Campaign : Test Versions with different Subject Lines

You can test the campaign content.

By choosing the second option, you can check two different HTML files, with different messages or photos and see which one works best. Set an easily identifiable Campaign Name, set a Subject and choose the Sender of the campaigns (from those set at your Account Settings – Sender Signatures), and track it if you wish with Google Analytics.

The two versions of the content will be added on later steps, as highlighted in the following picture. When you reach the point of Defining the HTML Content A and Content B you will have to import your two different HTML files, either from a web location or from your computer.

A/B Split Test Campaign : Test Versions with different Content

Depending on the performance of the two emails, the rest of your recipients, apart from those who were selected to be in the test groups, will receive the best performing HTML, meaning the one the test groups preferred and clicked on the most.

You can test two different senders for your campaign.

Would it be best if it was a person’s name, or a company’s name? Let your recipients decide. Set an easily identifiable Campaign Name, set a Subject and choose two different Senders of your campaigns, from the ones set at the Account Settings – Sender.

Track it if you wish with Google Analytics.

A/B Split Test Campaign : Test Versions with different Senders

Depending on the performance of the campaign sent from those two sender names, your final winning campaign will be sent from one of the above email addresses and names.