Configuring and sending a campaign that's using split testing


If your campaign is using split testing to test multiple subject lines, friendly from names, creative and from addresses in order to see which work best for you, then you'll need to configure your split test options prior to sending. These options comprise of three key components:

  • The sample percentage of your selected contacts that you'd like to send the split test to
  • The number of hours over which you'd like to measure responses
  • The metric you'd like to use to record responses by and thus judge a winner with (open, clicks, or *ROI data)
*To be able to use the ROI data metric, you'll need to have ROI tracking and ROI markers set up in your account prior to configuring and sending a split test campaign.

Configuring split test options

Step 4 - Contacts - of the campaign creation steps, which is the 'Select contacts and schedule campaign' screen, allows you to set up your split test options.


You can access the 'Select contacts and schedule campaign' screen in the following ways:

  • If you've closed your campaign, select Campaigns from the navigation bar and then click on the Send icon against the campaign you want to send
  • If you're within the campaign creation step process (this is the case if the steps are displayed in the top right corner of your screen), click on step 4, Contacts
  • Alternatively, you'll naturally arrive at this screen if you keep continuing through the campaign creation steps after creating your campaign content

From the 'Select contacts and schedule campaign' screen, select one or more address books and/or segments to send the campaign to.


You'll next need to specify when you want the campaign sent.


Select Immediately if you want the campaign to go now, or Scheduled to set a date and time for it to be sent in the future.

As you've selected the option to split test different variables in your campaign, you'll need to complete the split testing configuration area of the screen.


Contact percentage to receive split test: Enter a percentage relating to how many of your contacts you wish to use for the split test. The default setting is 5%. The number of contacts selected here will be split across the variations of the campaign you're testing (for example if you have selected 10% and have a split test campaign A and a split test campaign B, then 5% will be sent A and 5% will be sent B).

Time delay: Enter the amount of hours you want the responses measured for. The default setting is five hours.

In our example, we've used five hours. This means that after five hours the rest of our contacts will be sent the strongest performing campaign, which is the winner of the split test.


If your split test campaign is making use of external dynamic content, then this may cause delays in completing the split test send in the way you've configured it here. This is because each external dynamic content block performs an HTTP request, which can generally be slow to make. If you have a lot of external dynamic content blocks in your campaign then this could significantly reduce its send speed, and thus this delay may exceed your configured time delay.

Metric to be used: Select whether you wish to measure opens, clicks or ROI markers when recording the responses. As mentioned above, the ROI metric will be available as long as you've already set up ROI tracking and ROI markers in your account.


Selecting the ROI metric

There are some additional steps when selecting the ROI metric.

You'll be prompted to select one of your markers from the dropdown menu. 


Which one you choose and its data type (text, number, date or 'yes/no') will dictate your next set of marker metric options. For instance, a marker with a number data type will provide you with a choice of hits, total and average.

This is because a marker with a number data type isn't only hit upon by a visitor to your website page; the numeric value included with the marker means a total and average can be worked out for each split test versions. In the case of 'CheckOutAmount', a winner can be decided upon the total amount of spend for all customers and the average spend across all customers.

Anything other than a number data type for a marker will give the default choice of the hits metric only, as nothing further can be calculated for data types of this nature.


When clicking on a different metric option, a helpful box appears providing further information on what the metric means and what it's useful for.

Saving and sending your split test

When satisfied with your configurations, click on the Save & continue button.

The campaign settings are displayed for you to review. Each set of variables are shown as a different summary tab.


When ready, click on either the Send campaign immediately or Confirm scheduled campaign button at the bottom of the screen, depending on what you've chosen to do previously.

A final warning confirmation is displayed.


Clicking on the Confirm button will execute the campaign.

The campaign is moved to the Outbox while processing occurs and this is shown by the indicator displayed under the Status column. Once completed, the campaign will appear under the Sent tab.

Split test reporting

After your split test has been sent, you can click on Reporting.

If your split test is in the outbox, you'll be informed how long remains before your split testing period has finished.

Otherwise, if it has completed, the winning and losing split test campaigns and their associated metric will be displayed, expressed as a percentage.


Filtering by split test variation

To filter on split test variations.

  1. Select Filter: Showing all, select Who received the selected split test variation.
  2. Select Select split test, and select 'Version A' or 'Version B' (or C, D, and so on, depending on how many split test versions you have) from the panel.

  3. Select Apply. The report will indicate that it's refreshing before updating with the relevant statistics.


You may also find the following articles useful:

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    If you choose clicks as the metric, is this total clicks or unique clicks?

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    The clicks metric is measured on unique clicks.

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    The % that you get from A and B are these just from the split send or for the complete send?

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    Hi Jo,

    Yes, these percentages for A and B in the reporting header relate solely to the split test part of the send. They indicate the result of the split test, based upon the metric you set, collected over the period of time that you set. After the split test period is over, the winning version will then be sent to the remainder of contacts in the address book/s.

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    Hi Neal,

    We use our own custom unsubscribe and updates preferences links. If I click "do not track" presumably these will not be counted in any A/B split tests? I don't want to have the winning version be the one where more people are clicking unsubscribe.



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    Hi Helen,

    Yes, I can confirm that's correct. Marking links as 'Do not track this link' will mean any clicks on them aren't counted at all towards an A/B split test.

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    Hi again,

    We were were wondering if untracked links are counted in the total unique clicks? Or would they be removed from all figures?

    Helen & Seb

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    Hi Helen,

    A click on an untracked link isn't counted as a unique user click through or as a link click in reporting. It ignores them.

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    If both campaigns are equally winners, how does the system determine which one to send out?

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    Hello is there a recommended percentage to receive the split test and also a recommended wait time? I'm not provided with ROI as an option for measuring - only click or open - why would this be?

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    Hi Marianne,

    Thanks for your questions.

    You won't see the ROI metric if you haven't already set up ROI tracking and ROI markers in your account. This article explains how -

    These are really good questions about recommended percentage and waiting time! Whilst I can advise in very general terms in the interim, I am seeking some specific best practice advice for you from our experts in this area, so I'll post again here when I have that to hand.

    As you'll see, the default percentage limit is set at 5% and you might want to try that to begin with (although this is really the bit of best practice advice I'm keen to get for you). As for length of testing time (and again this is fairly general), I'd say for as long as you have the luxury to test for, as this gives your test group the best chance to see, open and click on your email. In turn this will give you a useful result set to base the sending of the winning version on. If you're pushed for time, then two hours is better than one hour, for the same reason.

    Hope that helps, but as I've said I hope to come back to you with more when I can.

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    Thanks Neal - this is a good starting point for us and I'll stay tuned for the rest.

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    It would be great if there was an option where the user could manually select the winner instead of having the system choose. The reason for this is because many B2Bs are experiencing fake clicks (ie: spam filters clicking or opening before the email is routed to the receiver.) I've had clients complain that many people are clicking over 60 times in the same campaign at the same time which then skews the results. The only way to do this right now is to manually select random people for the A/B split tests via creating an address book for each then 2 separate campaigns... and then another segment that excludes these two address books... and then copying the campaign and sending to that new segment when the client has reviewed and selecting the campaign they think is the winner.

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    Thanks very much for your feedback on this. I've passed it on to the rest of the product team for their consideration.