A/B Test with Email

Why send A/B tests?

A/B testing replaces estimates and guesswork with real data. It lets you test different versions of an email on a small sample of recipients, then send the best-performing version to the remaining majority of your database.

What you can test

Email subject and preheader: These directly affect how many people open your email in the first place.
Sender name: Test whether your company name or a person’s name works better, for example, John from Company.
Content and design: Different copy, images, offers, or the placement and colour of the call-to-action (CTA) button can affect click-through rates.

How to set up A/B testing

The original screenshots show the Czech interface. The instructions below include the corresponding Czech labels so you can follow each step.

1. Create a new campaign

In the Campaigns menu (Kampaně), click New campaigns (Nové kampaně), then New campaign (Nová kampaň).

Campaigns menu with New campaigns and the New campaign button in the Czech interface — Open New campaigns and create a new campaign. Click any screenshot to enlarge it.

2. Choose an empty SmartFlow and give it a name

Select Empty SmartFlow (Prázdné SmartFlow) and give it a name.

Empty SmartFlow selected from the favourite campaign scenarios — Choose Empty SmartFlow from the available scenarios.

Click the pencil icon next to the SmartFlow name to edit it. For example, enter A/B test.

Pencil icon for editing the Empty SmartFlow name — Click the edit icon next to the name.

Campaign name field containing A/B test — Enter your own campaign name.

3. Set the scheduled start

Choose a trigger and select Scheduled start (Naplánovaný start).

Scheduled start trigger and the button for adding a trigger to SmartFlow — Add the Scheduled start trigger to your SmartFlow.

In Scheduled start, set the date when the campaign should start.

4. Select your contacts

A contact selection block is added automatically.

SmartFlow with Scheduled start followed by the Contact selection block — The Contact selection block appears after the scheduled start.

In Contact selection (Výběr kontaktů), choose the audience you want to reach.

5. Add the A/B Test with Email block

Finally, add the A/B Test with Email block (A/B test s e-mailem). You will find it under Actions (Akce).

A/B Test with Email action and the insertion point after Contact selection — Add the A/B Test with Email action after contact selection.

6. Configure the test group, templates and winning criterion

A/B test settings showing a 10% test group, templates A and B, the winning criterion and the delay before sending to the remaining audience — Configure the test group, both templates and the winning criterion.

Test group (Testovací skupina): Choose the percentage of your audience to include in the test, with a minimum of 10%.
Templates A and B (Šablony): Add the templates for the two email variants here.
Winning criterion (Kritérium vítězství): Choose the criterion used to evaluate the A/B test and how long to wait before sending the winning variant to the rest of your audience.

7. Confirm and schedule the campaign

Once these settings are complete, all that remains is to confirm and schedule the campaign.