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AI Email Marketing

A/B test two sequences

Send two whole sequences side by side, split new people evenly between them and see which one gets more replies.

Turn it on

  1. Open the campaign and go to the Settings tab.
  2. Under Tracking and delivery, A/B testing, switch on A/B test two sequences.
  3. Click Save settings. Sequence B starts empty, ready for you to write.
1 A/B test two sequences.

Write Sequence B

  1. Open the Sequence tab. It now has two tabs, Sequence A and Sequence B.
  2. Click Sequence B, write its first email (or switch on AI writes a personalised email for each prospect) and click Add the first email.
  3. Add follow-ups the same way as in Sequence A. Each tab saves on its own.
  4. Until Sequence B has an email, everyone gets Sequence A and the campaign cannot be launched or turned on.
1 Sequence A and Sequence B. 2 The first email of Sequence B.

How people are split

  • Each new person gets Sequence A or B when their first email is sent, evenly, and stays on it for every follow-up.
  • People who started before you turned the test on stay on Sequence A.
  • Turning the test off keeps Sequence B saved, but from then on everyone gets Sequence A, including people who were on B.

See the winner

The Analytics tab of the campaign shows Sequence A vs Sequence B: contacted, replies, reply rate, positive replies, bounces and opportunities for each, with a note saying whether one is really ahead or the gap could still be chance. Once it is clear, the winner is marked. Only people who were put on A or B are counted.

1 Results for each sequence. 2 Whether one is ahead yet.

Tips

  • Test one big difference at a time, for example a short first email against a longer one.
  • Wait for a few hundred people on each side before you decide.
  • Subject line versions inside one step are a separate test: Send more of the variant that gets more replies handles those.