Considerations for Using A/B Testing

When you work with A/B testing in Account Engagement, keep these considerations in mind.

• Prospects never receive more than one email. The subset of prospects who are part of the test receive either version A or version B. The rest of the prospects on the recipient list receive only the winning version.
• Test only one thing at a time. When you have more than one difference between the two versions, it’s hard to determine what made the winner effective. For example, don’t test two different subject lines and two different images.
• If an A/B test includes multiple prospects with the same email address, Account Engagement sends the email only to the prospect with the most recent activity.
• You can’t pause an A/B test to edit the email before the winner is sent. To make a change, pause the test and then copy the email and work with the new copy.
• If you pause an A/B test and then later unpause it, the countdown to sending the winning email resumes from when it was paused. In the Winner section on the A/B test record, you can see the time remaining before the winning email is sent.
• If you enable A/B testing on an email and then change your mind, you can turn it off before you send the email.
• If you add prospects to your recipient list after testing begins, they receive the winning version of the email.
• If you schedule an A/B test and then add a prospect before the test begins, that prospect is considered part of the list at the scheduled send time. The prospect can receive either version A, version B, or the winning email.