How to Create a Split Test Email Campaign

Why do some emails get more clicks than others? It could be the subject line, sender name, or a small change in the content. But how do you know what works?

Split Testing (A/B Testing) lets you send different versions of an email to test performance. You can track opens, clicks, and engagement, then automatically send the best version to the rest of your list—no guesswork, just data-driven results.

Challenges & Benefits of Split Testing

Subject lines impact open rates. The content isn’t the issue if an email goes unread—it’s often the subject line. Adding urgency or personalization can improve engagement.
CTA wording affects conversions. A small change, like replacing “Click Here” with “Get Your Free Demo,” can lead to a higher click rate.
Send time influences engagement. Emails sent randomly may not perform well. Testing different send times helps identify when your audience is most responsive.
Different audiences need different messaging. New leads and returning customers expect tailored content, offers, and tone. One message won’t work for everyone.

Setup Your Split Testing Campaign

Step 1: Start a Split Test Email Campaign

Navigate to Marketing > Email on the left panel.
Click Create New Campaign (top-right corner).
Enter a campaign name and select Split Testing as your campaign type.
Click Next to proceed.

Step 2: Choose Your Contact List(s)

Select the contact list(s) to which you want to send the campaign.
Click Next to continue.

Pro Tip: If you have a large audience, segment them into smaller groups to test your emails on different customer types for more precise results.

Step 3: Create Your Emails

Now, it's time to create the versions of your email to test.

Choose a blank template, use a pre-designed template, or select a past campaign as a starting point.
On the Message Editor Page, create your first email.
Click Add New Message to create at least one additional version.
Modify elements such as:

Subject line (e.g., "Exclusive Offer for You" vs. "Don’t Miss This Deal!")
Sender Name (e.g., "Emily from BIGContacts" vs. "BIGContacts Team")
Email Content (e.g., rewording CTAs, changing images, or rearranging sections)

Best Practice: Test only one variable at a time (e.g., subject line vs. content) to clearly see what makes a difference.

Step 4: Set Up Your Testing Method

Once your messages are ready, scroll down to choose your Split Testing method:

Option 1: Standard Split Campaign

Sends all versions to equal portions of your list (e.g., two emails split 50/50).
Once the campaign finishes, compare reports to see which performed best.

Option 2: Automatic Winner Selection (Recommended for Best Results)

Sends different versions to a small percentage of your list (e.g., 10% each).
Pauses after a set time (e.g., 1–2 days).
Determines the winner based on open rate or click rate.
Send the winning version to the remaining 80% of your list.

Pro Tip: You can adjust the test duration (hours, days, weeks) and change the criteria (e.g., the highest open rate or most clicks).

Step 5: Send or Schedule Your Campaign

Send Now – Launch immediately.
Schedule for Later – Choose a specific date & time for better timing.

Step 6: Track & Analyze Your Results

Once your Split Campaign is complete, review its performance:

Go to the Campaigns tab.
Find your campaign and click Reports.
View the overall report (combined stats for all messages).
Use the drop-down menu in the upper right to filter results by specific email versions.
Analyze key metrics like:

Open Rate (how many people opened each version)
Click Rate (which email led to more link clicks)
Bounce Rate (emails that didn’t reach the inbox)

Best Practice: If one email version significantly outperforms the others, apply those learnings to future campaigns.

FAQs on Split Test Email Campaigns in BIGContacts

Can I manually choose the winning email?

Yes. Instead of using automatic selection, you can:

Send all versions equally (e.g., split 50/50).
Check the Reports section to compare performance.
Use the best-performing version for future campaigns.

How long should I wait before determining a winner?

It depends on audience size and engagement levels:

Smaller lists (under 1,000 contacts) → Wait 24-48 hours.
Larger lists (5,000+ contacts) → Wait 48-72 hours for enough data.

BIGContacts lets you adjust the test duration based on your needs.

Can I run Split Tests on existing email campaigns?

No, Split Tests must be set up as a new campaign. However, you can duplicate a previous campaign and adjust the variables for testing.

What’s the ideal number of email versions for a Split Test?

For accurate results, we recommend testing 2 to 4 versions. More than 4 may dilute the test results and make insights less reliable.

Create your own Knowledge Base