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Choosing the winning version of an A/B split test campaign

You can take advantage of our platform's A/B split test campaigns to increase the impact of your campaigns. Using A/B split testing can help improve the characteristics of your newsletters based on what your email list's interests are and how exactly they respond to various aspects of your email marketing. A/B split testing also enables you to interact with your subscribers since you create campaigns that change in one specific aspect each time. You can test which of the variations your subscribers responded to best, and then you can send the winning version of your campaign to the rest of your email list. 

A. The winning version

When creating an A/B split test campaign, you can set the criteria by which the winning version is defined. You divide your recipients into two groups: a "test" group and a "winner" group. The first consists of those recipients receiving two variations of your campaign, and whose reaction define which version is the winning version. The recipients in the "winner" group only receive the winning campaign after the A/B split test has been completed.

You must decide what percentage of your email list you want to use as a "test" group and set which criteria the performance of the winning campaign is defined based on these options:

  • The winning campaign is based on the highest unique opens rate
  • The winning campaign is based on the highest unique clicks rate

The following example shows how this is done.

B. Setting the criteria for the winning version

Let's assume you have started creating an A/B split test campaign, and you want to put to test different subject lines for your new email marketing campaign. 

  1. In the Set AB Settings step, click and drag the white bar, to set the number of subscribers in the test group.
    Note: The white segment of the bar represents the number of people receiving the winning version of your campaign. If you set the percentage of the test group as 10%, this means that 5% of your list receives the subject line A campaign version whereas the other 5% receives the campaign version with subject line B. The rest of your email list (the yellow 90%) only receives the version which fares better in the 10% test group.winning_version_chosen_1.png
  2. Choose the criteria by which the winning version is decided.winning_version_chosen_2.pngYou can select either The one with the highest number of unique opens or The one with the highest number of unique clicks as the basis for the winning version. The campaign version with the highest rate wins. If for example, you are testing two different subject lines, it makes more sense to use the first option as the winning factor, as whichever campaign your test group opens most times, probably has the most interesting subject line.
  3. Click and drag the white bar, to set the duration of the test before a winning version is decided. The maximum duration for the test is 24 hours, whereas the minimum is 1 hour.create_AB_split_campaign_17.png
  4. Click Next to proceed.create_AB_split_campaign_18.png