Email Marketing: A/B Testing

Email Marketing: A/B Testing

A/B Testing compares email variants and can send the remaining audience to the winning variant. Set the sample percentages, winning metric and test duration before sending.

1. Enable the test

  1. Open Email Marketing → Campaigns.
  2. Click Create Campaign.
  3. In Campaign Details, turn on Enable A/B Testing.
  4. Choose Subject Line or Template / Content.

2. Configure variants and the winner group

Enter the content required for each variant and set its Sample size percentage. Use Add Variant if you need another version.

The current default has Variant A at 25% and Variant B at 25%. The interface shows the remaining 50% as the Winner group, with the note Automatically sent to the winning variant.

Check the displayed winner-group percentage after changing samples. Do not assume that the full audience receives both variants.

Email subject and content test options outlined in red
Choose the test type in the red outline. This example assigns 25% to each variant and leaves 50% for the winner group. Review your own sample settings.

3. Set the winning metric and test duration

Choose Open Rate or Click Rate under Winner Criteria. Set Test Duration in hours. The current initial value is four hours.

The winning variant is based on your selected metric and test window. A winner on open rate is not necessarily the winner on clicks, orders or revenue. Review small-sample results before applying them to later campaigns.

4. Review recipients and send settings

  1. Complete the sending domain, sender and reply-to details.
  2. Continue to Select Recipients and choose the intended audience and exclusions.
  3. Check the final recipient count and avoid unintended overlap between campaign sends.
  4. Review each variant in Message Content.
  5. In Schedule & Send, test the messages and review the send time and time zone before the final confirmation.

Changing the draft does not start a test. The campaign must be sent or scheduled through the final step.

5. Compare results

After sending, open the campaign’s statistics and compare the A/B variant metrics. Use the same metric and observation window when comparing variants. Check the winner-group send status separately from the initial test sample.

Delivery means the receiving mail system accepted the message; it does not guarantee inbox placement. Opens and clicks are recorded engagement signals, not proof of a purchase.

If the result or winner-group status is unclear, check the campaign’s actual statistics and contact PledgeBox support with the campaign name. Do not resend the full audience merely because a statistic is delayed.