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A/Z Testing

Test different subject lines and email body copies

Updated this week

If you want to test different subject lines and email body copies for all of your cold email campaigns, find best performers and make data-driven decisions, you can use A/Z test feature. 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

    You can automate the optimization of email campaigns (available on HyperGrowth and LightSpeed outreach plans)

Basic A/Z Testing

When you decide to test different variants of your email copy and subject lines.

Please follow these steps:

  1. Create a new campaign and click on "Add variant" to create a new version of the sequence. (Same procedure to add variants for other follow-up steps.)

  2. 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. You can switch off the lowest-performing variants from the Analytics tab:

  3. Variants can be switched off directly from the Sequence editor too.

Note: Have in mind, if you want to keep the emails threaded, the Subject of the Second email should stay the same as in the previously sent email (Step 1). You can create numerous variations to the email body.

If you change the subject of the Step 2 Variants or any other steps, the email from this variant will not be threaded.

How to switch off the variants

  1. You can switch off the lowest-performing variants from the Analytics tab.

  2. Variants can be switched off directly from the Sequences editor too.

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.

  1. Go to Campaign Options - Advanced Options - Auto optimize A/Z testing

  2. Select the winning metric - reply rate/click rate/open rate

  3. 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.


Q: How many variants can I create?

A: You can use as many variants as you can. Doesn't matter what 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).

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