Split testing

A/B testing. You can have C, D and all letters of the alphabet too

Send the best performing emails to your audience

When creating email campaigns, you might wonder which subject line would result in the most opens? Or you may be trying to figure out which placement of a link in your mail would result in the most clicks.

Instead of making those decisions in advance and hoping for the best, you can use Mailcoach’s split testing feature. You might also know it as A/B testing, but because Mailcoach allows for more than two variations, we call it split testing.

How does it work?

Create a new campaign, pick a template, and start typing your subject line and content. At the top, you’ll see an icon, “Add split test”.

When clicking that button, all your content will be copied over to a second variant of your email. In this variant, you can make any changes you want. We do recommend making only a few minor changes to keep the test useful. You can read more about that below.

We’ll keep it to two variants in our example, but you can have as many variants of an email as you want.

With the content ready, we can now start sending our variants. This is where the magic will happen. When clicking “Send”, you can configure how the split test will work.

Let’s break down the process of split testing when you send out your email campaign:

  1. Testing: Initially, we’ll send emails to a small percentage of your subscribers, each receiving a random variant of the email. Once sent, we’ll wait for a few hours (you decide how many) while tracking opens, clicks, and unsubscribes for these test emails.

  2. Deciding the winner: After the testing phase, we’ll analyze the performance metrics of each variant, including clicks, opens, and subscribers. Based on these results, we’ll identify the variant with the best performance and send that version to the rest of your subscriber list.

After your email is sent, you’ll not only see the overall statistics of your entire campaign but also the statistics of each version of the email.

This feature is incredibly useful and will help you send the best content to your audience.

Why would I use this?

Testing different versions of your emails can be really useful if you often send emails that ask people to do something. You can use this feature with any email you send, but here are some examples of tests we’ve done in the past.

Subject Lines: The subject line of an email is usually the first thing you see, and it heavily influences whether you open the email or not. Testing different subject lines can help determine which ones resonate best with your audience.


Do I need a certain amount of subscribers for this to work best?

Typically, having more subscribers leads to more reliable results. However, the exact number needed can change based on factors like how different your test versions are, how confident you want to be in the results, and how likely your audience is to respond.

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