FAQs: A/B testing send times

As you configure your A/B test to assess which times or days have the best conversion rates, consider the best practices below: 

What is A/B test send time?

Send time A/B tests let you test different send times as variants in a campaign. When you run send time tests, you can analyze the performance of each time variant and learn the optimal time to send campaigns to subscribers.

What times can I test with A/B send times testing?

If you want to test different times on the same day, you can add a time variant for each hour. You can also test different times on different days.

Can I test both different copy different send times?

Not currently. You can test either the copy or the send times, but not both at once. When testing send times, the campaign copy must be identical.

Can I use MMS messages with A/B testing send times?

No. Send time A/B tests must be SMS messages, not MMS or video. When testing, it’s important to avoid as many delays as possible, and using SMS messages helps ensure your tests will be sent quickly.

However, MMS messages can be supported through dedicated shortcodes. This excludes toll-free numbers.

If you want to test different images, GIFs, or variations on MMS messages, use an auto-winner A/B test campaign instead.

Can I test different time zones in the same send times test?

No. You can run a test that sends a message to subscribers at the same time in their local time zone, or your time zone.

Can I combine pick-a-winner functionality with A/B send time tests?

No. Because send times A/B tests are sent across different times and days, campaigns must be sent to all recipients at once.

How many variants can I test at once?

All campaign A/B tests, including A/B send times, support up to four variants.

Can I track each variant's performance using third-party tracking (e.g., Google Analytics)?

If Add Google Analytics link tracking is toggled on when you add a short link to a message, unique UTM parameters are automatically appended to each variation in the following format: CampaignName-YYYY-MM-DD-HH:MM.

Note: If you change send dates or times after you’ve already inserted the link, you'll need to delete the link from the message and create a new link in order for the new send dates/times to appear in the UTM parameter.

If you use a platform other than Google Analytics, you won’t see unique tracking broken out by variant; however, you can still add any necessary parameters to the full URL.

Articles in this section

Was this article helpful?
1 out of 1 found this helpful