How to Create an A/B Test

Kevy's A/B testing feature for emails allows you to easily test different subject lines, email content, from name, and from email to help you refine your messaging and optimize your email sends.

This article covers how to setup and run an A/B test on a email and a some examples of A/B testing emails.

Create an A/B Testing Email

A/B testing works by creating multiple versions of an email.

Start by going to the Send Center and creating a new email. After you've created the first version of your email, click on Save and Exit.

After the email is saved, you will see a More dropdown button. Click on the dropdown and choose Add Variation.

Configure A/B Test Content

Go to the Content step and edit the content for each variation. To create additional variations, click the More dropdown menu for any existing variation and select Duplicate Variation.


When editing the content of a variation, you can change the email content on the Design step and the subject, from name, from email, and reply-to on the Setup step. Once you're done editing, click Save and Exit.


Verify the subject line, from email, and from name on the Content step.


Configure A/B Test Settings

After creating your content you set the recipients of the email, the size of the recipients being tested, and the length of the test.

On the Settings step, add send and exclusion email list(s).

Also, set the percentage of recipients that will receive the test emails. The Summary section displays the percentage of email that will receive the test emails and the winning email.

Lastly, select how the winner should be chosen. The winner will be automatically chosen by Open Rate, Click Rate, or Revenue after a set testing period.

Review and Send A/B Test

On the Confirm step, you see all the details for your email and if any changes are required before the email can be sent. Once you're ready, you can click on Send now or Schedule the email.


A/B Testing Examples

Here are a few examples of how you can use A/B testing:

  • Test multiple subject lines for every email to understand whether customers like short or long subjects, with / without dynamic content, with / without emojis 😀.
  • Offer different discounts (10%, 20%, no offer) in different variations to see how discounts drive increased conversions.
  • Test whether plain-text or image-heavy HTML emails perform better in terms of click-through rates and conversions.
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