Best practices: Testing your campaigns

To determine the optimal messaging strategy for your marketing campaigns, we recommend conducting A/B tests. This allows you to experiment with different types of content in order to best understand your subscribers' preferences, such as what does and doesn't engage them, and when to send the messages.


Test whether your subscribers prefer messages that include multimedia, such as images and GIFs. We recommend sending A/B tests with and without multimedia to determine what attracts more engagement.


Image type

If your A/B testing reveals that your customers prefer imagery in their messages, you can run a new A/B test to determine which images are more engaging to them. Include the same copy but different images.



First, send an A/B test that includes one variation with emojis and one without. If you find that customers are more engaged with emojis, you can send subsequent tests to determine the appropriate amount of emojis per message.

Each emoji is equivalent to 90 characters in your campaign, thus billing may change when you include more emojis.


Link placement

The placement of the link to your store may impact the campaign’s success rates. We recommend running tests to see if links at the top, in the middle, or at the bottom of your message increases engagement. convert higher engagement.


The organization of your message may impact your conversion rates. You can run A/B tests to determine whether customers prefer longer or shorter messages and if they’re more engaged with line breaks or capitalization techniques.



When you include CTA in your messaging, we recommend that you conduct an A/B test to determine which CTA language works best for your brand. Some examples we recommend testing for include: “shop now,”, “click here,”, and “ends soon”.


Tone and voice

Run experiments to determine whether your customers prefer casual, friendly messaging or direct, professional messaging.


Send times

After you determine successful content patterns through A/B testing, we recommend running the same message campaign at different times of the day to determine when your customers are most engaged. For more information, see A/B test message send times.


Articles in this section

Was this article helpful?
1 out of 2 found this helpful