Advanced Features/Tips and Tricks
  1. Second Street Help Center
  2. Email
  3. Advanced Features/Tips and Tricks

Creating A/B Email Versions

From time to time, you may want to consider testing various elements of your email to see what works best for your audience. Single Email campaigns provide an easy way to create A/B tests with multiple message versions. This enables you to adjust the email's From Name, Subject Lines, or Content to see how those changes affect the campaign's Open Rate or Click Through Rate.

For example: If you notice your open rates are performing less than ideally, consider testing your subject lines or preheader text.

Best Practices and Guidelines

- Make sure you're only testing one variable at a time

- Test big differences of each message version, not nuanced changes

- Try testing different From Names when you begin sending a Newsletter.

- Try testing the content of your emails by changing the format (article order, header graphic, etc), calls-to-action (main button text and/or color), and copywriting style

- For News related emails - try testing the format of your subject line, not the content itself.

In a Single Email Setup...

ab1

Complete the design of your email (Version A). If you need help designing your email, check out this article to learn more about designing a Single Email's message.

Click Add Version B at the bottom the designer navigation area. This will create a copy of Version A, allowing you to change a single design element in Version B.

After both message versions are complete, you can continue through the Recipients step as normal.

Set the Parameters for Your Test in the Schedule Step

ab2

 

- Set a sample size for the test, as a percentage of the campaign's total recipients.

- Set the test to end after a set number of hours, or after a set number of people open either version.

- Select which metric, Open Rate or Click Through Rate, will be used to determine the test's winning version.

Tip! In this example, we changed the Subject Line, so we set the winning version to be determined by Open Rate.

Once the sample percentage is set, you'll see how many people will be sent each version, along with the winning version.

For example: If you have 10,000 total recipients, a 20% sample size, and two message versions, each message version would send to 2,000 people, and the winning version would be sent to the remaining 8,000).

The winning version of the email will go to the remaining recipients after the test ends. You can set the test to end after a set number of hours or after a set number of people open either version.