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Run A/B tests for marketing emails
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“Copy: experiment with the formatting and style of the content.” You could test plain paragraphs versus bullet points, or a longer block of text vs a shorter block of text. Email sender: try sending the email from an employee's email address instead of a generic department address. Image:try out different images to see how the conversion rate is influenced. Subject line: experiment with the length of the subject line or add personalization. To change the parameters of the A/B test before sending the email: Click the dropdown menuin the top right and select Manage test. You must be viewing version A to select this option. In the dialog box, make any changes, then click Update. To cancel the A/B test: Click the dropdown menuin the top right and select Manage test. You must be viewing version A to select this option. In the right panel, click Delete test. Type delete, then click Delete. This will permanently delete version B of the email. In the top right, click Review and send. Cancel an A/B test To cancel an A/B test before the test is complete: In your HubSpot account, click More, then navigate to Marketing > Email. If More doesn't appear in your account, navigate to Marketing > Email directly. Click the name of an A/B email in the process of testing. On the performance page, click the Actionsmenu in the top right and select End A/B test. Analyze A/B test performance After your email is sent, wait enough time to gather results. You can analyze the performance of your email variations in the email details: In your HubSpot account, click More, then navigate to Marketing > Email. If More doesn't appear in your account, navigate to Marketing > Email directly. Click the name of your A/B email. The results of the A/B test will be summarized on the Performance page. The winning email version and metric will be highlighted in green. In the upper left, click the Email version dropdown menu to analyze the email results for your email overall, or for either of the variations.
An A/B test measures engagement for different versions of the same email with a sample of your recipients. The best performing version is then sent to the rest of the recipients. This article covers how to create an A/B test with a regular marketing email. Learn more about creating A/B tested automated emails using workflows. Understand limitations & considerations For best results, it's recommended to send an A/B tested email to at least 1000 contacts. If you're creating a custom report, you can only filter for the Email content ID of variation A of an A/B test email. Create an A/B test email In your HubSpot account, click More, then navigate to Marketing > Email. If More doesn't appear in your account, navigate to Marketing > Email directly. Click the name of a drafted email, or click Create email. In the top right of the editor, clickA/B test. In the right panel, enter namesfor versions A and B. It's recommended to use names that help you differentiate between versions. In the How many recipients should receive the A/B testfield, enter a percentageof recipients to enroll in the A/B test. All other recipients will receive the winning version. Click the Winning metricdropdown menu and select a metricfor how the winning version will be determined. You can choose from Open rate,Click rate,and Click through rate. In the Test lengthfield, enter a numberof hours over which the test will take place. After this time, the remaining recipients will be sent the winning version. Click the Fallback versiondropdown menu and select a versionthat will be sent if the results are inconclusive. Click Create test. Edit both versions of your email. To switch versions, click the dropdown menuin the top right and select a version. While editing your variations, you can consider varying one of the following aspects: Offers: experiment with the medium of the offer, such as an eBook versus a whitepaper. Copy: experiment with the formatting and style of the content. “Email sender: try sending the email from an employee's email address instead of a generic department address.”