A/Z testing lets you test different subject lines and email body copy across your campaigns so you can identify the best performers and make data-driven decisions.
You can create up to 26 variants per step. Watch the video walkthrough HERE
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 "Add variant" to create a new version of the email. You can add variants to any step in your sequence using the same process.
Use the toggle to enable or pause variants:
When the toggle is blue, the variant is enabled.
When the toggle is grey, the variant is paused.
Note: If you want follow-up emails to remain threaded, keep the subject line in Step 2 (and subsequent steps) the same as Step 1. You can create multiple variants for the email body while keeping the subject line consistent. Changing the subject line in any follow-up variant will break the thread for that variant.
Auto-Optimize A/Z Testing
When enabled, the auto-optimize feature automatically analyzes variant performance and deactivates lower-performing versions, based on a defined winning metric - reply rate, click rate, or open rate.
To enable auto-optimize A/Z testing:
Go to Campaign Options → Advanced Options → Auto optimize A/Z testing.
Select your winning metric: reply rate, click rate, or open rate.
Don't forget to click Save
Check Variant Analytics
Here are the steps to check the analytics for each variant:
Go to the Analytics section of the campaign
Scroll down to find the Step Analytics
View performance for each variant and use the toggle to turn off underperforming ones.
For more accurate results, select a longer time range (such as "Last 4 weeks") to see complete data
Variant Distribution
By default, the system balances variant usage over the entire lifetime of a campaign. This means that if you add new variants to a campaign that's been running for a while, only the new variants will be sent until their usage catches up with the older ones.
Viewing analytics over a longer time range can confirm that variants are distributed evenly overall.
If you'd prefer equal daily distribution, enable "Reset A/Z variant usage tracking daily" on the Preferences page. This overrides the default behavior and distributes all variants equally each day.
Frequently Asked Questions
Will Step 2 Variant A always follow Step 1 Variant A?
Will Step 2 Variant A always follow Step 1 Variant A?
No. Variant assignment is random at each step, and there is no option to match variants across steps. For example, a lead who receives Variant A in Step 1 could receive any variant (A, B, C, etc.) in Step 2. This is by design, since each step can have a different number of variants.