Split testing

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Split testing with the "Send an email" action in automations

The “Send an email” action split test in ActiveCampaign is a powerful feature that allows users to test multiple versions of their emails within a single automation. This capability can significantly enhance email marketing strategies by enabling marketers to optimize content and improve engagement based on real-time performance metrics. Utilizing this feature, you can compare up to five variations of the same email, differing in aspects such as subject lines, preview texts, or overall content. This leads to informed decisions about which email performs best in terms of delivering results.

How to access this feature

To access the Send an email split testing feature, follow these steps: 1. Click on Automations from the left-hand menu within your ActiveCampaign dashboard. 2. You can either open an existing automation or create a new one to set up the Send as email split test.

Step-by-step instructions

Creating a split test within the Send an email action is straightforward. Here are the detailed steps to set it up effectively:

1. **Access Automations**: Click on Automations from the left menu. 2. **Select Automation**: Open an existing automation or create a new one. 3. **Add Action**: Click the (+) node at the desired point in your automation where you want to add the Send an email action. 4. **Choose Action**: Select the Send an email action option. 5. **Create Email**: Design your email. The original email will act as the base for the split test variations. Ensure the email is fully completed, including necessary fields and design elements, before proceeding. 6. **Initiate Split Test**: Click Create a split test next to the Email name. The original email will be saved as "Test 1", and "Test 2" will be created in a new tab. 7. **Add Variations**: Click Add test to introduce additional variations. You can have up to five total test variants. 8. **Edit Variants**: To modify the subject line and preheader of each variant, select the relevant tab and enter your changes. 9. **Modify Email Content**:

  - Use the Edit Design button on the content preview to access the Email Designer.
  - Make any changes in the relevant email variant tab.
  - Click Save and exit to return to the Send an email action draft.

10. **Configure Split Settings**: Click the settings icon next to Add test in the Send an email modal. Adjust the send percentage for each test email under Split Settings. 11. **Set Email Options**: If required, configure additional send options by clicking the settings icon and then selecting Email Settings. 12. **Activate Test**: Once you finish configuring variants, click Finish split test to activate, or choose Save as draft to leave the actions pending.

Use AI to create email variants

You can leverage artificial intelligence to generate new content for your email variants: 1. Within the Send an email modal, select Create a split test. 2. For the variant you're editing, click Edit with AI. 3. Choose which elements (Content, Subject Line, Preheader) you want AI to modify. 4. Enter a prompt requesting how AI should adjust the corresponding content.

Configuration options and settings

While setting up your split test, be aware of these important configuration options and settings: - **Email name**: The name of your original email will be used for all split test variations. - **Subject line and preheader**: Editable for each variant in their respective tabs. - **Email content**: Requires comprehensive setup before initiating the split test. - **Split Settings**: This allows you to determine the distribution percentages for each email variant during the split test. - **Email Settings**: Options to configure additional sending options such as from address and tracking settings.

Best practices and tips

To maximize the effectiveness of your split testing in ActiveCampaign, consider the following best practices: - **Test one variable at a time**: Focus on changing only one aspect of your emails per test (e.g., subject line vs content) to accurately measure performance impact. - **Ensure statistical significance**: Run your tests long enough to gather sufficient data to make informed decisions. - **Use a clear naming convention**: This will help you identify which variants you are testing and their associated results easily. - **Review past performance metrics**: Evaluating previous split tests in Automation Settings can provide insights for future campaigns.

Troubleshooting

If you encounter issues while setting up or running your split test, consider the following troubleshooting tips: - **Variant Editing**: Remember that while a split test is active, you cannot modify the email variants or access the Revision History. - **Split Test Activation**: Ensure that the necessary fields are completed; the option to create a split test will appear only when the email is fully configured. - **Accessing Results**: You can monitor outcomes from the Messages tab after activation. If results do not appear, verify that the split test is active.

Related features

For more advanced options and transparency in your testing strategy, consider exploring the following related features: - Split automation action: For additional insights on how to effectively use split automations in your marketing strategy. - Campaign reporting: To gain a comprehensive understanding of your campaign performances and insights.

FAQ

Q1: How many email variants can I test at once with the Send an Email split test? A1: You can test up to five variations of the same email.

Q2: Can I change the email content once the split test is active? A2: No, once a split test is activated, you cannot modify the email variants until the test concludes.

Q3: How do I declare a winner in my split test? A3: You can hover over the Send an email action to select your winner or access the action to declare your preferred variant.

Q4: What happens to the winning email variant after declaring it? A4: The split test stops, and a copy of the winning variant will be assigned to the original Send an email action.

Q5: Where can I find past split test results? A5: You can view past variants in the Automation Settings under the Messages tab.

Q6: Can I use AI to create all variants? A6: Yes, you can utilize the AI feature to assist in modifying content, subject lines, and preheaders for your email variants.

Q7: What should I do if I forget to save my email before creating a split test? A7: Ensure you complete all required fields before attempting to create a split test; you can always save your work and come back later.

By following this guide, you can effectively implement and utilize the Send an email action split testing feature in ActiveCampaign to refine your email marketing efforts and drive better engagement with your audience.