Email Variations for A/Z Testing

Why do A/Z testing?

A/Z testing is done to test multiple email copies and see which of the copies is working best.  An email copy's performance is measured by its opens, (clicks) unsubscribe, and most importantly --replies.

How to do A/Z testing?

A/Z testing can be easily done by creating multiple variations to an email step.

To do that, go to the campaign step, and on the email step, click Add.

Then, add email subject, body, and click Add.

Which email variation is working best?

Each email variation has its own stats. These stats will help you determine which email copy is the most effective.

In the campaign, click Stats at the top-right corner of the screen.

Go to the Steps tab and click the down arrow for each step to see all variations.

Here's an example of what it looks like:

You can change the data from Percent to Absolute (2) and also change the timeframe (3).

You can also highlight the steps based on which stats you're optimizing for more actionable data.

Here's an example that highlights the best performing step based on reply stats.

How to stop sending an email variation that is not performing well?

The goal of A/Z testing is to rule out the best email copy. If an email copy is not helping you receive replies, then you can stop sending it by pausing the email variation.

To pause an email variation, go to the variation from the campaign steps page.

Then, click the triple-dot icon, toggle the pause variation setting on and finally, click Update.