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Set Up an A/B Split Test

Test subject lines or content variations against part of your audience and send the winner to the rest.

An A/B split test sends two (or more) versions of a Broadcast to a small slice of your subscribers, measures which performs best, then sends the winning version to everyone who's left. It's the safest way to learn what your audience responds to before committing your full list.

Before you begin​

  • A finished Edition in the Folder you plan to send from.
  • A clear idea of the one thing you want to test — a subject line, sender name, or a content block. Testing one variable at a time keeps the result meaningful.
  • A winning metric in mind (usually opens for subject-line tests, or clicks for content tests).
  • Enough subscribers for a reliable read — small audiences rarely produce a confident winner.

Steps​

  1. Open your Edition and start a new Broadcast, then choose the A/B split test option (confirm the exact steps in your account).
  2. Create your variations — for example, Version A and Version B subject lines. Keep everything else identical so the test stays clean.
  3. Set the test size: the percentage of the audience that receives the variations (a common split is 10–20% total, divided evenly across versions).
  4. Choose the winning metric (opens or clicks) and the wait time the platform should watch before deciding.
  5. Confirm your target audience and schedule or send the test.

Result​

The variations go to your test group. After the wait time, the platform identifies the winner by your chosen metric and automatically sends it to the remaining subscribers. Check the Broadcast's report to see which version won and by how much, then apply that insight to future Editions.

Canonical terms: Author, Edition, Folder (Project Folder), Broadcast. See the Glossary.