Create a new email
- Go to your HubSpot account and navigate to Marketing > Email.
- Click “Create Email” and choose the type of email (Regular or Automated)
- In the email editor click the “Create A/B test” toggle to enable A/B testing.
- Two variations (A and B) will be created. Use one for the control and the other for the variant.
- Select the percentage of recipients who will receive the A and B versions. Hubspot will automatically send the winning version to the remaining recipients.
- Set the criteria for determining the winning version (open rate, click rate etc)
- Choose the test duration and fallback version and click “Create”
- Customise the content, subject line, images etc. Make sure to keep the difference between the two versions limited to just the element you are testing.
- Review both versions of your email to ensure everything looks correct.
- Click “Send” to start your A/B test, HubSpot will distribute the versions as per your parameters and criteria.
- After the test period, go to the emails performance section in HubSpot.
- Review the results to see which version performed better based on your chosen criteria.
