What is an A/B Campaign?

An A/B campaign (split campaign) is kind of a test or a way to figure out the most efficacious campaign in terms of encouraging opens or clicks. You can choose what you want to test (content, subject, from name) and compare the results as even marginal improvements in drop-off rates can represent a significant gain in sales.

Steps to create a new A/B Campaign:

  1. Hover on the ‘M’ logo at the top-left side and click on ‘Email’ option from the populated menu. The first option at the top left next to a blue ‘Email’ tab will be of ‘Campaigns’, hover on it and a menu with an option of ‘New A/B Campaign’ will be populated. Click on it and two steps A/B campaign creation page will appear.

    A:B campaign first page

  2. Enter the campaign information, select the target group from the given options (lists, segments, suppress lists, suppress segments, suppress workflows) and click on ‘Next’.

    A:B step 2

  3. This is a group selection step. All the fields are required for split groups and two or more groups are required for A/B split test. You can create multiple groups here and name them as per your requirement. You can select different contents from the content drop-down, subjects, from names, pre-headers and send at times for different groups. Allocate percentage to the groups per your requirement. The sum of % allocations should not exceed 100%.

    Select a winning criterion from four winning criteria.

    Top Choices:
    Selects the Subject line and From name based on the highest open rate and the content based on the highest click rate for the final campaign.
    Highest Open Rate:
    Selects everything based on the highest open rate for the final campaign.
    Highest Click Rate:
    Selects everything based on the highest click rate for the final campaign.
    Lets you select everything at a later stage after viewing the reports for the final campaign. Select the ‘send at’ time to schedule it or send it right away.

  4. The percentage you don’t allocate to split groups will be automatically allocated to the winner group. The remaining percentage (when you have not divided the groups equally, i.e., 50%–50%) of the contacts will receive the campaign based on the wining criterion. You can also schedule the winner group.

This A/B campaign can be saved as a draft as well and you can also send a test (test can be sent to maximum 20 contacts only).