To test different subject lines and email body copies for all of your cold email campaigns, find the best performers, and make data-driven decisions, you can use the A/Z testing feature to create variants (available on Hyper Growth or above email outreach plans).
You can do the following:
Basic A/Z testing
Test different variations of sequence steps by creating as many variants of subject lines and email bodies.
Auto optimize A/Z testing
The system will automatically select the best-performing variant after a certain number of emails have been sent.
Basic A/Z Testing
To test different variants of your email copy and subject lines, please follow these steps to create variants:
Create a new campaign or open the target campaign
Click on "Add variant" to create a new version of the sequence. (Same procedure to add variants for other follow-up steps.)
Test as many variances as you want in a single campaign and based on the results choose the one with the most optimal results for your campaign.
Note: Keep in mind, if you want to keep the emails threaded, the subject line of the second email should remain the same as in the previously sent email (Step 1). You can create multiple variations for the email body.
If you change the subject line in the Step 2 variants or any other steps, the email from that variant will not be threaded.
Auto optimize A/Z testing
When you use the auto optimize A/Z test feature, our algorithm analyzes multiple variants of an email (A, B, C...Z) to determine which version performs the best based on a defined winning metric - reply rate, click rate, or open rate.
Go to Campaign Options - Advanced Options - Auto optimize A/Z testing
Select the winning metric - reply rate/click rate/open rate
Don't forget to click Save.
Once the system identifies the highest-performing variant, it automatically deactivates the other, less effective versions. This process ensures that the sent-out emails are the ones with the highest likelihood of achieving your campaign's goals.
You can watch the detailed about this new feature in Instantly by clicking the link here.
How to switch off the variants
You can switch off the lowest-performing variants from the Analytics --> Step Analytics section.
Variants can also be switched off directly from the Sequences tab.
A/Z variants not distributed evenly
By default, our system balances A/Z testing variant usage over the entire lifetime of a campaign.
This means that if you add new variants to a campaign that has been running for a while, only the new variants will be used until their usage is balanced with the older variants.
You can enable the "Reset A/Z variant usage tracking daily" option on the Preference page to reset variant usage tracking daily if needed, which will override the default behavior and send out all variants equally each day.
FAQ
Q: How many variants can I create?
A: You can use as many variants as you want. It doesn't matter which step, you can add as many as you need.
Q: Will Step 2 A follow Step 1 A? Or is it random?
A: There is no option to match variants. It will be random because you can have multiple variants of each step. (ex. 3 variants for Step 1 and 5 variants for Step 2).