Introduction automated A/B testing

Are you getting the most out of your email marketing? Measuring is knowing. With an automated A/B test you will get to know your target audience even better. Improve your communications based on your testing results.

What is an A/B test?

An A/B test means you create two versions of one message. Instead of manually creating two separate messages, you compose just one message. One part of your list will receive version A and an equal part will receive version B (for example 25% A and 25% B). You can decide what the testing duration is for determining the winning version. After this period has ended, the remainder of your contact list will receive the message that has had better results.

How much does an A/B test show?

A/B testing does not guarantee better results. The reliability of the test depends on the size of the testing audience and the conversion difference between the two versions. If the difference is insignificant, it could be that the results you achieve with the remainder of the audience are not what you expected. In this case the testing results were based on coincidence and the result will not be repeated. This has to do with statistical significance. If you are serious about your (automated) A/B testing, we recommend that you read up on this subject.

Getting started

You want to get started with A/B testing. You go through several steps in Spotler. For instance, preparing your lists, composing the A and B message, testing and sending the mailing. You will use the following modules:


In total, these modules will make you go through 8 steps that will help you to set up a successful A/B test.

  1. Defining test goals
  2. Preparing lists
  3. Preparing images
  4. Creating a web page
  5. Composing A/B message
  6. Testing A/B message
  7. Sending A/B mailing
  8. Viewing reports

Some of these steps will be familiar to you from sending newsletters. That is why we will skip steps 2, 3 and 4. You can read more about these steps in the module description of the module Lists, module Images and the module Webpages.