In the A/B test campaign settings, you can choose to test different senders' names or different subject lines. These two parameters have a direct impact on your emails' open rates. However, if you want to investigate the metrics contributing to your click or sales rates, you need to A/B test the content of your messages.

In this article, we explain how you can split your contacts randomly to send Campaigns with different content.

The process consists of two stages:

  1. Creating a Segment with randomly split contacts;
  2. Sending a Campaign to a created Segment.

Creating a Segment

To get an impartial result, we need to split your contacts randomly, which can be done with the help of the A/B test block in the Automation workflow settings.

As you can see from the screenshot, all contacts triggering the workflow will be tagged with version a or version b tag. The automation gets triggered when the contact enters the Segment. Follow the next steps to set everything up:

1. Create a Segment

We recommend creating the Segment first and then using it in the Automation trigger settings. It is up to you which Segment should trigger the workflow. You should only make sure you add a subscribed contact only.

If you have just started using Omnisend, you can use the 'subscribe to Email channel' rule alone. But if you wish to send your A/B test campaign to a specific list of contacts, you use the corresponding filter or upload them to the Segment.

2. Set up the Automation workflow

Once you create the Segment, you will be able to use it as a Trigger filter in your automation settings. Here, you will also need to enable the workflow trigger every time the contact is removed or re-added to the Segment.

3. Trigger the workflow

The Automation gets triggered when your contacts enter the Segment. Therefore, we need to remove and re-add them again. The most straightforward way is to add a rule that none of your contacts will qualify. For example, you can filter out contacts that don't have an email address or those that were added before your Omnisend account was created.

Once contacts exit the Segment, you should remove the additional rule and let the change trigger the workflow.

As a result, all contacts that re-enter the Segment will trigger the workflow.

💬 Follow this link to see step by step instruction.

When the Automation gets triggered, your contacts are split into two equal parts with variant a or variant b tag. We recommend disabling the workflow after that.

Sending Campaign to A/B test split Segments

On the next step, you need to create 2 Segments based on the tags and use them for your newsletter sending. You can create two copies of the Campaign and send them to each of these Segments.

Although you can re-use those Segments, the number of contacts in your audience may change. Therefore, we recommend splitting your contacts every time you send the newsletter.

The most straightforward way is to remove and push your subscribers back to the Segment. We should also make sure that your tags are removed and assigned freshly.

Once both of these emails are sent, you can check the reporting and compare the metrics, including open rates, clicks, sales, and more.

If you have any questions or any assistance, do not hesitate to contact our support team at support@omnisend.com.

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