We all should agree that the content of the message doesn't determine whether the customer opens your email or not. The first thing, each customer will see is the Subject line, Sender's name, and Sender's email addresses. If you want to understand how each of them can impact your open rates, you may set-up an A/B test Campaign.

Omnisend provides you with an ability to test your campaigns in two different ways:

  • Testing subject line
  • Testing the sender's name and sender's email address

This article explains how A/B testing works and how you can set up and launch an A/B test campaign on Omnisend.

Contents

Before you start your A/B test
How A/B test campaigns work
Setting up an A/B test campaign
Changing winning Campaign settings
FAQ

Before you start your A/B test

  • Although A/B testing can only perform with segments containing 10 contacts or more, we suggest having at least 2000 subscribers and splitting it to 25% for A, 25% for B, and 50% for the winner. This way, you would be sure about the accuracy of your results.
  • It is up to you to choose, which metric decides the winner: opens or clicks. We suggest using opens.
  • If you change your mind about the test, you can either pause it or select the winner manually and let it through. Once paused, the resume option is available for up to 7 days from the start of the campaign.
  • A/B test campaigns cannot be boosted
  • Users on paid Omnisend plans can use A/B test campaigns


How A/B test campaigns work

A/B testing allows you to choose the best subject line or sender's name and sender's email address for your campaign. While setting-up the Campaign you can select the percentage of recipients A and B versions will be sent to, and the winner would be chosen automatically.

As the clicks and opens do not happen immediately, we suggest postponing your winning campaign for 24 hours. Your data will then be accurate enough to choose the winner correctly, and your campaign will go out at the same time the A and B versions went out, without making any impact on the results. If that is too long of a wait, postponing for at least a couple of hours is suggested.


Setting up an A/B test campaign

To start setting up your A/B test campaign, click on New Campaign under Campaigns tab,  locate Email A/B test and click on Create this test button.

Once you click it, you'll be brought to the setup wizard. Here you can change all settings for your A/B campaign.

Settings

To start the setup, choose what you would like to test: email subject line or sender's name (along with the sender's email address).

If you choose to test your subject lines, the system provides you with a form with two subject lines for each of the versions. See the image below for the Settings step when the subject line testing is chosen.

If you choose to test your sender's name, the system provides you with a form with two sender's name and two sender's email fields for each of the versions. See the image below for the Settings step when the sender's name testing is chosen.

The fields for the A/B test should not be matching, and the better performing one is a winner. You will be able to set up the preferred portions of A/B and winner campaign later on.

Once you complete everything within the Settings tab, click NEXT STEP to move forward.

Template

Template step allows you to choose the template you are going to be working with on your campaign. It is the same step you encounter with regular campaigns, so feel free to select your favorite template or one of your saved ones. You can change the template chosen before you send your campaign.

Content

This step allows you to edit all the content on your newsletter. As both A and B versions will be using the same content, you only need to add it once. This step does not differ from the regular campaign, and you can use all the same settings you find there. Once you complete everything within the content set up, click Next to move forward.

Recipients

Once you have your content ready, the selection of your recipients follows. You can choose to send to all subscribers or particular segments. Regardless of which option you select, A and B version will be sent to randomly chosen contacts from the chosen segments. Make sure your chosen segment has 10 contacts or more; otherwise A/B testing is not available. Once you complete everything within it, click NEXT STEP.

A/B settings

A/B settings step allows you to choose your preferences for your testing campaign. First, you can select the size of your test group. We suggest going with 25/25/50, but you can go as low as 10/10/80 or as high as 50/50. In such case (50/50) there will be no winner campaign and both versions will be sent to an equal amount of recipients. To change these options, click and drag the handle between B and Winner (see image below).

Once you have decided on the sizes of the test group, you can choose how the winning combination should be determined: by open rate or by click rate. We suggest using open rates for a more accurate outcome. You can also choose how long we should wait to decide the winner. We recommend waiting for 24 hours, but you can go as low as 1 hour or as high as seven days.

Once you set the A/B settings, click NEXT STEP to move forward.

Send

It is the last step of your campaign setup. You can now either schedule this campaign for later or send it immediately. Once you click the send button, the process initiated, and A and B version will start going out to your test groups.

If you are testing a campaign with a sender's email address that is not verified yet, the system will inform you about it. It would be best if you verified it before you can start an A/B testing campaign. The verification process is as simple as clicking on the VERIFY button and checking your inbox for the email. Click a verification link there, and you are good to go.

Once everything is settled with your sender's email address, feel free to double-check the whole set-up: subject lines, sender's name, chosen segments, and A/B testing preferences.

You can now either schedule the campaign for later or send it immediately.

Changing winning Campaign settings

After your A and B tests are sent, you will have some time before the winning Campaign will get sent. If you wish to change its settings, you may either Stop A/B Testing, either Manually select the winner.

If you choose to stop testing, the email will be paused and available for Resume for 7 days. You won't be able to Segment your customers based on the results of the Email Campaign sending, but will be able to check the list of each of the batches recipients in the Activity tab of the Reports section.

FAQ

Is it possible to A/B test Email Campaign content? As for now, the A/B tests Campaign focuses on the open rate and doesn't allow to A/B test based on the content.

Can I A/B test sending an email at different times? Unfortunately, it is not possible. Both A and B batches should be sent simultaneously.

Does Omnisend have A/B testing for automated sequences? We already have it on the list and plan to introduce this update in the upcoming month.

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