One of the best parts of online marketing is that it's possible to know exactly how your campaigns are performing. By constantly testing and analyzing your metrics, you can adjust your strategy and achieve increasingly better results.

A classic way to test and improve email marketing campaigns is A/B testing.

In this article, you will learn what A/B testing is, and how to use the Newsletter A/B scenario in edrone. Let's go!

A/B testing is a simple, yet powerful technique used to make constant and incremental improvements in online marketing campaigns by testing two slightly different versions of a given material (e.g. “version A” and “version B”, hence the name) and using whichever performs best.

It can be implemented in many different materials such as landing pages, online ads, and even buttons. One of the best aspects of A/B testing is that it minimizes risk. You don't have to commit to changing something before knowing whether or not it will bring better results!

This is how it works for email marketing:

A/B testing helps you stop guessing and start making decisions based on real customer behavior. Even small changes can improve open rates, clicks, and conversions over time.

The first step is choosing whether you want to create a new campaign or edit a current one.

After making your choice, turn on the A/B Test switch to open the adjusting section of the A/B test.

In this section, you will determine what section of your audience will receive the test emails, with a maximum of 25%. Regardless of what percentage you choose, this section will be split into two equal parts, which will receive versions A and B of your emails, respectively.

In other words, if you decide to send your test to 20% of your audience, 10% will get version A, and another 10% will get version B. Once the winning version is determined, it will be sent to the remaining 80%.

In the A/B test settings, you can also choose:

For example, you can decide whether the winner should be selected based on opens, clicks, or other performance indicators.

If there is a draw between both messages, edrone will automatically select Variant A as the winner.

In this section, you will design your email. Click here to learn how to use the new Drag 'n' Drop Editor.

To create each version of your email, select “Variant A” or “Variant B” from the menu on the top-left of your screen.

The design for Newsletter A and Newsletter B is available to select and edit already at the newsletter overview stage. Before sending, you can also double-check both versions during the sending moment to make sure everything looks exactly as planned.

For each variant, you can independently edit:

Send a test email to double-check if everything is working properly. When you're ready, click on the “Send” button.

If you use additional options such as:

the winning creation will automatically be used as the resend or scheduled recurring version.

This ensures your best-performing message continues to be used across future sends.

In this section, you will see your A/B test's performance. Each version will have its own column of main metrics such as Sent, Opened, Clicked, Orders, Orders with Coupon, Unsubscribed, and CTR.

In preview, there is also a dedicated A/B Test tab with additional details about both message variants and how they perform.

edrone's algorithm will evaluate all metrics and give each version a score to help you decide which is the winning message. However, you also have the option of considering a specific variable into account – for example, open rate – and picking the winner yourself.

Once you determine which is your winning message, just select it and click on the SEND WINNING MESSAGE TO OTHERS button. And that's it!

For better results, repeat the process regularly with your newsletters. Continuous testing is one of the simplest ways to improve your email marketing performance over time.

To view your A/B Newsletter's performance, go to the REPORTS section on the progress bar. Here you will find the main metrics such as Engagement revenue, Sent, Opened, Clicked, Orders, Orders with Coupon, Unsubscribed, and CTR.

Additionally, in the newsletters table, you will find:

If you have any further questions about Newsletter A/B, please do not hesitate to contact us at hello@edrone.me