You can use the experiments functionality within the email content builder to create a/b tests anywhere in your email content. This tool is super flexible and enables you to run a/b tests with any email copy, buttons and links - anywhere you can think to run tests in your email!

Follow the steps below to do create your experiments:



Step 1: Set the experiments and put in the content for each variant

On the right of the email builder you'll find the experiments tool. Click create experiment:


Name the experiment and add the versions you want to test. So if you are a/b testing two opening paragraphs you'd name the test and put each paragraph you want to test in the experiment as a variant. If testing button copy, you'd put in each version of the button copy in as variants:




Step 2: Add the experiment merge tag to your email
Once you have created the experiment you will see a merge tag under the experiment. Place this merge tag in the email where the content to be tested sits. You can either copy and paste the merge tag from the experiment tool, or find the merge tag under "experiments" in the merge tag selector: 


So, if you are testing opening paragraphs, you would put the merge tag in the email body where the opening paragraph sits. If testing button copy, put the merge tag in the button copy and so on:


Step 3: Preview each version

Once you have set up your experiment in the email builder, you can review each version of the email in the preview section:



Tip: The a/b test will send every version combination possible. So if you have more than one a/b test running every possible version combination will be tested. Make sure you're not doing too many tests or variables at once to make sure you have sufficient audience to be able to run the test and send results wider.ake sure you have sufficient audience to be able to run the test and send results wider.