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Split Test (A/B Test)

In this article, you will learn how to use split testing to compare email versions and optimize performance. Test subject lines, sender names, timing, or content to make data-driven decisions for better campaign results.”

Updated over a week ago

About Split Test

Split testing, or A/B testing, is a method for comparing two or more versions of your email to see which one performs better. This is helpful when you want to test things like subject lines, sender names, delivery time, or email content. Split test help you make data-driven decisions that enhance the effectiveness of your email campaigns.

When To Use Split testing

Use Split testing whenever you are unsure which version of an email will produce better results. For example, if you want to know which subject line gets more opens or if a different call-to-action increases clicks, a split test will show you what your audience prefers.
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In just a few steps, you can set up, monitor, and use split test results within Apsis Pro for more effective email outreach.

Getting Started With Split Testing In Apsis Pro

  1. Go to the Projects section in Apsis Pro. This is the starting point for all your campaigns and tests.
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  2. Click the New icon at the top right and select Split test from the menu. Begin by entering a clear name for your split test. This name is only for your own reference.

Select recipients

  1. Choose Your Audience by selecting one or more recipient lists.
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  2. Apply a filter to include only subscribers that match the criteria from your selected recipient lists.
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  3. In the Selection field you can see the size of your Audience, based on unique subscribers. Here, you can also segment your recipients based on their level of inactivity/activity.

Note! Go to your General configurations in the Account tab to enable these segmentation options and define when a subscriber on the account should be counted as inactive.

Select test groups

  1. Decide the number of test groups (typically two, labeled A and B) and adjust the size of each group using the slider. You can test with just a percentage of your total list or the entire group.
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  2. Consider if you want the winning variant to be automatically sent to the remaining subscribers after the test completes.
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  3. Choose what you want to test and only test one element per split test for accurate results.
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    ​Subject line
    Which phrase grabs more attention?
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    ​Sender name
    What sender name creates trust and credibility?
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    ​Delivery time
    When is your audience most responsive?
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    ​Content
    What layout and images make the most impact?
    What wording or position increases most clicks for your Call-to-action (CTA).
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Select content

  1. In the right column, select the prepared email to use.
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  2. Based on what you have chosen to test, add the variables for your email as a next step. For example, if you have chosen to test the subject line of the email, add your subject line to group A and B.

Delivery time and Sender Information

  1. Schedule your send out and provide sender information, such as Sender name, Sender email and Reply-to-email.
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    If you have chosen to test the Delivery time of the email, you can see multiple scheduling fields for all your test groups.
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    If you have chosen to test the Sender name of the email, you can see multiple Sender name fields, but only one field for Sender email and Reply-to-email.
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  2. Click Preview and Confirm.

Confirm settings for Split test sendings

  1. Make sure and check all the details for your Split test project.
    Use Edit the newsletter to make last-minute changes or click Preview list to double-check you recipients.
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  2. If something requires your attention a notification will appear on the bottom of the left column.

Select criteria for Winner version

  1. On the right, choose how the winning email should be decided. You can either automate the entire process or choose to make the final decision on your own.
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    ​Highest open rate

    Highest click-through rate
    ​Highest ROI (if available)
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    Specify when the winning version should be sent to the remaining recipients, based on hours/days.
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    ​Manual selection (you choose after the test concludes),
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    Specify when you would like to receive a reminder to choose a winner manually.
    The notification will be sent to the email address or email addresses added into the To field. Also add a subject line and message for the notification.
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  2. Click Confirm sending to schedule your split test.
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  3. Picking a winner and managing results
    Re-enter your Split Test project to pick the winner, select the Sending time, and confirm. Access reports for each group and your overall split test in the Reports section. Use these insights to inform your next campaign.

3 Quick Best-practice tips for Split Testing!

  1. Test One Variable at a Time
    Focus on a single element (e.g., subject line) to clearly identify what drives performance.
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  2. Define Success Metrics Before Starting
    Decide if open rate, click-through rate, or ROI will determine the winning version.
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  3. Use a Large Enough Sample Size
    Ensure each test group is big enough for statistically meaningful results.

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