A/B test email campaign messages with Campaign Composer

You can A/B test both email subject lines and email designs. This can help you learn which strategies drive higher engagement and ROI.

A/B test for email subject lines

You can A/B test email subject lines to help you determine which ones lead to higher engagement:

1. Go to Campaigns and click + Create Campaign.
2. Click A/B test.
3. Select Email, then select Subject line.
4. Click Next.
5. Next to Email Subject & Preview Text Variation, click Add.
6. Write an email subject (or generate one with Attentive AI). Adjust preview text options as needed. Click Save.
7. Repeat steps 5 & 6 for each variation. To create additional variations, click the three dots in an existing variation, then click Make a copy. Click Add in the new variation to change the subject line and preview text options.
8. Review Test details. Click Edit to adjust as needed.
9. Continue on to review and schedule your campaign.

You can also create A/B test variations when adding or editing an email message in a campaign:

1. Click on an email message in a campaign.
2. Next to Email Subject & Preview Text Variation, click Add.
3. At the bottom of the panel, click + Add A/B test variation.
   
4. Follow steps 5–9 above.

If your brand uses Attentive AI to generate subject lines, you can also add an A/B test variation using one of those subject lines by clicking the three dots, then clicking Add A/B test variation.

A/B test for email design

You can A/B test for email design to help you determine which designs lead to higher engagement:

1. Go to Campaigns and click + Create Campaign or edit an existing campaign message.
2. Below Email details, click + Add A/B email design variation.
   
   If you want to test more than two variations, click + Create another variation to create more variations.
3. Click Add for Variation A design. In the panel, set up the following:
   • Variation name: The name of the variation.
   • From name: The name that subscribers see in their email.
   • From email address: The email address that subscribers see the email is from.
   • Tracking: Optionally, click Add Google Analytics link tracking and enter a UTM campaign code to enable link tracking for this variation. This isn’t visible to subscribers.
   • Design this variation. You can use either the drag-and-drop editor or the HTML editor.
   • Click Save when finished.
4. Repeat step 3 above for each variation.
5. Review Test details. Click Edit to adjust as needed.
6. Continue on to review and schedule your campaign.