What are A/B Test Emails?

When you are exploring the most effective ways to garner a Prospect's interest in your business, email performance is key. Knowing what techniques your customers will respond to can help you decide how to structure future content.

A/B Test Emails allow users to send different versions of an Email to different groups of Prospects with the goal of understanding what draws a Prospect's attention most effectively.


A/B Test Emails are available to users on all pricing plans.



The element of your campaign you want to test. You can test by Subject Line, From Name, Content, and Send Time.


A combination is a version of your Email that is created from your chosen variables. An A/B Test Email allows you to test one variable, like the subject line or send time, with up to three variations.

For example, you may want to test three subject lines. You could test what type of language attracts the most interest. Adding emojis might catch a Prospect’s eye and encourage them to open the Email, or maybe alluding to a sale would drive more engagement. Whichever variation is declared the winner can influence how you communicate with your Prospects in the future.


The period of time after the Email combinations are sent out. During the testing period, Insightly will measure which variations were the most successful and determine the winning combination of variables automatically.

If no winning criteria is met within the test period, the first combination will be selected as the winner.

If you test Send Times, the percentage of recipients to receive the test combinations will be automatically incremented to 100% and the wait time for the winning combination will be removed. This is because all Email recipients are being used in the test combination, and there is no winning portion.


The combination of variables that perform the most successfully. Users can choose whether the success of the Email is determined by email click rate or email open rate.

The winner of the test Emails will appear in the details tab of the record. If you want to review the results of the test emails, go to the Statistics tab of the Email record and use the Combination dropdown to see how each set of variations performed.

Once the winning combination has been determined, the winning Email will be sent to any remaining Prospects on the recipient Lists.

How A/B campaigns work

Set up

An A/B Test Email allows you to test one variable, like the subject line or send time, with up to three variations. For example, you may want to test two subject lines to see what Prospects are more likely to engage with.

Users can choose Lists to send these Emails too, but they cannot select which Email each Prospect will receive.

Email status

Draft - If the campaign hasn’t been started, the status will be set as Draft.

Scheduled - If the campaign is scheduled but no Emails have been sent yet, the status will be set as Scheduled.

Sending - Once the first test Emails have started sending or when the winning Email is being sent, the status will be set as Sending.

Determining Winner - Once the last test Email has been sent, the status will be set as Determining Winner.

Sent - Once all test Emails have been sent out (including the winner Emails), the status will be set as Sent.

Choosing a winner

The winning combination can be selected automatically by Insightly based on the Email open rate or the click rate of links inside the Email.

If you’re testing using Send Times, all of the Email recipients will be scheduled to receive a test combination. If not, Insightly will allow users to send their test Emails to a fraction of their Prospects and when a winner is determined, the winning combination will be sent to the remaining percentage of Prospects.


Subject line
Experiment with different wording, limited time offers, or emojis to test what Prospects respond to best.

From name
Check if your Prospects are more receptive to Emails coming from your company or from the name of an employee. Add the From name and From email address you want to use for each combination.

Test different Email templates or other variations of the same template to see which gets more engagement.

Send time
Test sending Emails on specific days and times to understand when Prospects are most likely to open them. There is no winner if one of the variables is Send Time.

Use cases

Use Test Emails to decide what techniques are the most effective, for example:

  • Using emojis in a subject line
  • Testing different templates
  • Altering the format and content
  • Using a personal From Name rather than a company name
  • Sending one variation in the morning and one in the evening

How to create

Please read the following articles to learn how to create these Emails:

How to create an A/B Test Email

How to create a Multivariant Email

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