Last updated: November 27, 2023
An A/B test measures engagement for different versions of the same email with a sample of your recipients. After creating your marketing email, you'll create a version B to test how a single variation impacts email opens or clicks.
Depending on how each version of your email performs over a period of time, the tool can pick a winning version to send to the rest of your recipients list.
The instructions below pertain to creating an A/B test with a regular marketing email. If you want to automate your A/B email tests with the workflows tool, check out this article.
Please note: if you're creating a custom report in HubSpot, you can only filter for the Email content ID of variation A of an A/B test email. Analyzing data for variation B in a custom report is not currently supported.
In your HubSpot account, navigate to Marketing > Email.
Click Create email. This will be version A of your A/B test.
While editing your variations, you can consider varying:
Please note: you can run a full-split (50/50) A/B test using any sample size. All other sample splits require a list that includes at least 1,000 recipients, excluding any contacts that previously hard bounced or unsubscribed.
To cancel an A/B test before the test is complete:
After your email is sent, wait enough time to gather results. You can analyze the performance of your email variations in the email details:
Please note: the Test distribution percentage in the Email details panel refers to the combined sample split of both versions. For example, if you configured your test to send Variation A to 10% and Variation B to 10%, then the Test distribution percentage would be 20%.