A/B testing

What is A/B testing?

You change one element, such as the subject line, the visual, the call to action or the send time, and send version A and version B to two random groups of the same size. After a set period, you compare a chosen metric, usually the open rate or the click rate. Testing more than two versions at once is called A/B/n or multivariate testing. Learn more about A/B testing in marketing and how to build an A/B testing strategy.

A/B testing replaces opinions with evidence. Small changes to a subject line or a button can shift results noticeably, and each test teaches you something about your audience that improves the next campaign.

In Actito, you set up A/B tests directly in your email campaigns, with several versions sharing the same sample size. You choose the winning criterion (open rate or click rate) and the test period; at the end, Actito sends the winning version to the rest of your audience automatically, so you can test and optimise your journeys continuously.