Ho to perform A/B Test in Emarsys

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If you are planning to perform an A/B test on subject line or content, you have to have minimum two versions of the same email. Let us do a subject line test here.


If you have finished with everything except subject line, go to the 'Content Creation' page. Select 'Version' Tab from the left pane.

Once clicked, you will see this
Click on the 'Copy' button and you will see the following happened

Now save the email and you got two versions of the same email. You will see the two versions available and you can select each for editing from the top right corner of the page.



Now select each version and change subject line (or the content, if you do test on content) as usual. Go to 'Email Basics' Tab for editing Subject line.


Once you have done with subject lines, you have to Launch/schedule the email. So lets go to the scheduling page (select scheduling tab from bottom). Here you get a slightly different page than the usual one. You have to use the 'Generate Launch List' button to generate the contact list. 



Fill the required fields. Here 10% of the contacts will receive 'Version a' of the email and we call it Test 1. Select the launch date and time. Click the 'Check Personalisation' button on right top of the page. (Even if you do not have personalization, you have to do it and save to make the 'Launch...' button active. Click 'Launch Later' button on top right. 






You will see the following after scheduling. 


Now go through the same procedure for Version B. Here 10% of the contacts will receive 'Version b' of the email and we call it Test 2. Select the launch date and time.



Now you get the following 


Now we go to the last part. Based on the performance of the Test 1 and Test 2, balance 80% of the contacts should get the email. Here the criteria could be anything as in the below image. For example, if Test 2 got higher open rate, 'Version b' will be launched to rest of the contact list. 


In this example, we took 'the best open rate'. So we should allow some time for the test emails to be opened. Accordingly we schedule the final launch at a later time. This can be done manually or automatically. Here we automate the launch. See the image 



Now you have scheduled all three emails 





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