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Create A/B tests

Use this procedure to compare the effectiveness of two issues. You do this by finding out which of two email versions is more successful.  You test two campaign issues on a sample of your subscribers and decide which performs better. The winner is sent to the rest of your subscribers. You can create an A/B test when you create an issue.

To compare two issues, perform the following:

  1. Perform procedure Create campaign issues. 
  2. In Step 6c, choose More actions » Send an A/B test.
    You have created the first version of the email and you must create the second version next.
  3. Depending on how different the two tested issues will be, select one of the following:
    • Copy content from <first version>
      All properties and content of the second version are copied from the first version. You can then change everything except the issue name and the mailing list. To compare two versions of an issue, it must be sent to the same subscribers.
    • Start from scratch
       Create a completely new version. You cannot change the mailing list and the name of the issue.
  4. For the second version of the issue, perform again procedure Create campaign issues.
  5. When finished editing the new version, click Send this A/B test.
    A summary of the two versions appears together with the A/B Test settings.
  6. In Test name, enter a name that serves for your convenience only.
  7. Under What are you testing? describe what exactly you want to test and what you expect to learn from this test.
  8. Under Testing sample, use the slider to determine the percentage of subscribers of the mailing list that will be used as test subscribers and will receive one of the test issues.
  9. Under Winning issue, select the criterion for the winning issue, by choosing one of the following radio buttons:
    • More opened emails
       The issue that is opened by more test subscribers will be sent to all subscribers of the mailing list after the comparison is over.
    • More link clicks
       The issue where the links in the email are clicked more often by the test subscribers will be sent to all subscribers of the mailing list after the comparison is over.
  10. Under Send this A/B test..., choose when to send the two test issues.
    Select one of the following:
    • Immediately
      The test will be sent now.
    • Schedule the test to be sent on...
       You can schedule when to send the test:
      • To select the date, click calendar popup Open the calendar popup
      • To select the end time, click clock popup Open the time view popup.
  11. Under A/B test end, choose the end time of the test period.
    This is when the data, such as clicks and bounces, will be summed and the winning campaign will be decided.
    1. To select the date, click calendar popup Open the calendar popup
    2. To select the end time, click clock popup Open the time view popup.
  12. When you are finished, depending on your choice in Step 10, choose one of the following:
    1. If you have chosen to send the issues immediately, click Send this A/B test or Save as draft.
    2. If you have chosen to schedule the test, click Schedule this A/B test.

You can create more than one A/B test. A/B test can be Draft, Schedules, or Sent. All created A/B tests are displayed in A/B tests section and are distributed in tabs, according to their status.

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