April 29, 2024

What's the process to A/B test email campaigns within HubSpot?

Hubspot logo

Step 1: Log into HubSpot

  • Navigate to the HubSpot login page.
  • Enter your credentials to access your dashboard.

Step 2: Navigate to Email Marketing Tool

  • On the main dashboard, go to the navigation bar at the top.
  • Hover over "Marketing."
  • Select "Email" from the dropdown.

Step 3: Create a New Email Campaign

  • Click on the "Create" or "New" button.
  • Choose the type of email you want (e.g., Regular, Automated, Blog/RSS).

Step 4: Select an Email Template

  • Browse through the available templates.
  • Choose a template that best fits your campaign's purpose.

Step 5: Enable A/B Testing

  • Once in the email editor, look for an option labeled "A/B Test" or a similar variation.
  • Toggle or click to enable A/B testing.

Step 6: Determine Your A/B Test Variable

  • Decide on the element you want to test (e.g., subject line, email content, call-to-action).
  • Edit "Version A" of your email as the control version.
  • Create "Version B" with the changes you want to test.

Step 7: Set the Distribution Rate

  • Determine the percentage of recipients who will receive Version A and Version B.
  • A common practice is to send each version to 50% of the list, but you can adjust this based on your preference.

Step 8: Complete the Email Design and Content

  • Fill out the remaining email details, including the sender, recipients, and any other necessary information.

Step 9: Review and Send/Test

  • Before sending, use HubSpot's preview and test email features to ensure both versions display correctly.
  • Once satisfied, either schedule the email for sending or send it immediately.

Step 10: Monitor Email Performance

  • After your A/B test emails are sent, regularly check the performance metrics.
  • Look for data on open rates, click-through rates, conversion rates, etc., for both versions.

Step 11: Analyze Results

  • Once sufficient data is collected (or after a predetermined period), evaluate which version performed better.
  • Consider factors beyond just open rates, such as engagement and conversion metrics.

Step 12: Implement Insights

  • Use the results from your A/B test to optimize future email campaigns.
  • Apply the winning elements from your tests to enhance the effectiveness of your email marketing strategy.