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.
Variants are ordered alphabetically. (A = first version, B = second, C = third, etc.).
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
You can also enable and disable variants directly in the Campaign's Analytics -> Scroll to 'Step Analytics' section.
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
Important: For more accurate results, select a longer time range (such as "Last 3 months") to see complete data
Scroll down to find the Step Analytics
View performance for each variant and use the toggle to turn off underperforming ones.
Available analytics for variants: Sent, Opened, Replied, Clicked, Opportunities
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.