A/B test email campaigns in Growth360 let you test up to six variations of a campaign with a portion of your list, then automatically send the winning version to the remaining contacts.

A/B testing helps you understand which subject lines, content, or combinations resonate most with your audience – leading to better open rates and conversions over time.

Setting Up an A/B Test Campaign

Navigate to Marketing > Emails > Campaigns. Either select an existing draft campaign or click +New to create a new one.

Growth360 A/B Test - New campaign button

Choose your starting point – a system template, a saved template, or a blank campaign.

Growth360 A/B Test - Template selection

In the email editor, select the A/B Testing option to enable split testing for this campaign.

Growth360 A/B Test - Enable A/B testing option

What to Test

Choose what you want to compare across your variations.

Growth360 A/B Test - Choose what to test

  • Subject Line: Test different subject lines with the same email content.
  • Content: Test different email body content with the same subject line.
  • Subject Line and Content: Test both simultaneously across variations.

Test Duration

Set how long Growth360 should run the test before determining a winner. During this period, the system tracks performance and picks the best-performing variation once the duration ends.

Growth360 A/B Test - Duration setting

Number of Variations

Choose how many versions of your campaign to test – up to six. Each variation will be sent to a separate group of contacts.

Growth360 A/B Test - Number of variations

Test Group Size

Set the percentage of your total recipient list to include in the test. The remaining contacts receive the winning variation once the test concludes.

Growth360 A/B Test - Test group size

Subject Line Variations

If testing subject lines, enter a unique subject for each variation. These will be distributed evenly across your test group.

Growth360 A/B Test - Subject line variations

Content Variations

If testing content, design a separate email body for each variation using the email editor.

Growth360 A/B Test - Content variations

Winning Criteria

Select how Growth360 determines the winning variation at the end of the test duration.

Growth360 A/B Test - Winning criteria

  • Open Rate: The variation with the highest percentage of opens wins.
  • Click Rate: The variation with the most link clicks wins.

If no results are recorded during the test duration, the first variation is sent to remaining contacts by default.

Sending the Campaign

Growth360 A/B Test - Campaign actions

A/B test campaigns can be sent using Send Now or by scheduling for a specific date and time. Batch scheduling and RSS scheduling are not supported for A/B tests.

Growth360 A/B Test - Send campaign

Important Notes

  • A minimum of 10 contacts is required per variation. Testing 4 variations needs at least 40 contacts.
  • Once sent, you can review enhanced statistics for each variation and the overall campaign from the campaign list.