A/Z Testing

Test different subject lines and email body copies

Updated over a week ago

If you want 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 test feature.

You can do:

  • 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)

How to do basic A/Z testing

You can follow the steps below to test different variants of your email copy and subject lines:

  • 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.)

  • Test as many variants 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 of the follow-up emails should be left empty to automatically use the same subject in the previously sent email (Step 1).ย 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

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

  • Variants can be switched off directly from the Sequences editor too:

How to do 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.


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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