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Automate A/B email testing with workflows (BETA)

Last updated: May 5, 2021

In Beta

Applies to:

Marketing Hub Professional, Enterprise

You can automate your A/B email tests by create 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: an A/B email can only be used in one workflow. Once the email action has been saved to the workflow, you won't be able to use the email in any other workflows.

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 now 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.

Now that the email has been added, you can continue to configure your workflow actions and settings as needed. 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.