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Automate A/B email testing with workflows

Last updated: December 3, 2021

Applies to:

Marketing Hub Professional, Enterprise

You can automate your A/B email tests by creating and saving an A/B email for automation. Once saved, you can include the A/B email in a workflow, and HubSpot will send the email variations evenly across enrolled records. 

Please note: each A/B email can only be used once. After an email action has been saved to a workflow, you won't be able to use the same email in any other workflows. To use the same email in another workflow, clone the A/B email instead

To use an A/B email in a workflow:

  • In your HubSpot account, navigate to Marketing > Email.
  • In the upper right, click Create email to create a new automated email. In the email editor, enable A/B testing and configure your testing options. Automated A/B emails will be distributed in a 50/50 split.
  • After saving your email for automation, it'll be available to use in a workflow.
  • In your HubSpot account, navigate to Automation > Workflows.
  • Click the name of an existing workflow, or create a new workflow.
  • In the workflow timeline, click the + plus icon to add a new action.
  • In the right panel, select Send email. Then select your A/B email. 

After the email has been added, you can continue to configure your workflow actions and settings as needed. You can send multiple A/B emails in a single workflow. After turning the workflow on, HubSpot will begin to evenly distribute the email variations to your enrolled records.

Once you pick the winning version, it will be sent to all future contacts in the workflow who meet the enrollment criteria, and the losing version will be archived. 

Metrics for your A/B test will be available on the email details screen. As you gather data, you can choose a winner between the two variants. After choosing a winner, the workflow will only send out the winning variation.