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Automate A/B email testing with workflows

Last updated: June 29, 2023

Available with any of the following subscriptions, except where noted:

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. 

Over time, HubSpot will send the email variations across enrolled records. The 50/50 split may not occur immediately. This split is gradual and will occur over time as the number of recipients increase. 

Please note: when setting up an automated email for A/B testing, the following restrictions will apply. 

  • You must configure the A/B test in the email editor before publishing. If you've published an automated email without setting up an A/B test, it cannot be used for A/B email testing after. Even if the email is subsequently edited or unpublished.
  • 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 email instead


To use an A/B email in a workflow:

  • In your HubSpot account, navigate to Marketing > Marketing Email.
  • In the upper right, click Create email to create a new automated email or clone an existing email. Only new, unpublished automated emails or cloned automated emails can be used when setting up an automated email for A/B testing. Learn how to customize your A/B testing with different variations such as offers, images, and subject lines.
    • 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 setting up your email, in the top right, click Review and Publish.
    • In the right panel, click Publish. The email will then be available for use in a workflow.
  • In your HubSpot account, navigate to Automations > 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. 

Please note: when using A/B testing and the Delay until an event happens functionality in workflows, HubSpot cannot check which version an interaction (opens clicks etc.) occurred.


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