Create an A/B Split Campaign

Use MailChimp’s A/B Split Campaign feature to send two different versions of your campaign to see which performs best. Learn how your subscribers react to different factors and use this information to increase engagement with your campaigns.

Below, you’ll learn how to create an A/B Split Campaign, manually choose the winner, and view the results for each version of the campaign.

Create a Campaign

  1. Navigate to the Campaigns page.
  2. Click the Create Campaign drop-down menu, and choose A/B Split Campaign.
    A/B split
  3. On the A/B Split step, select an option under What would you like to test?
    Choose how you will test you A/B Split Campaign.

    If you chose Subject lines or From names, click and drag the handle under How should we split the campaign? to specify the percentage of your list to use for testing. The remaining portion will receive the winning version.
    Set the percentage how you want to split you list for the A/B test.
    Under How should a winner be chosen?, choose if you want the winner to be picked by highest open rate, click rate, or manually.   Choose how the winner of you A/B Split Campaign will be chosen.
    Delivery date/times
    splits the list in two equal groups and the winner is determined by open rate. You’ll choose the send times on the Confirm step of the Campaign Builder.
  4. Click Next to go to the Recipients step. Choose the list or segment to receive your campaign. The subscribers who are in each split test group are chosen randomly, and there is not an option to choose who is in each group. When you’ve selected your recipients, click Next to proceed to the Setup step.
  5. Set your campaign Email subject, From name, tracking options, and more. If you are testing Subject lines, you’ll see two fields for the Email subject.
    A/B Split testing with subject line

    If you are testing From names, there will be two fields each for From name and From email address. A/B Split testing with from name and reply to addresses
  6. Click Next to choose your template from the Templates step.
  7. Click Next to go to the Design step. The same campaign content will go to both groups, unless you use our A/B merge tags to test content. When your design is how you want, click Next to go to the Confirm step.
  8. Review your campaign details and go back to make changes if needed. If you’re testing Subject lines or From names, you can click the Send Now button or schedule your campaign to send later. If you’re testing Delivery date/times, click the Schedule button under the Pre-delivery Checklist, and choose your date/times before clicking the Schedule Campaign button.
    A/B Split testing with delivery date and time

Manually Choose the Winner

  1. On the A/B Split step of the Campaign Builder click the drop-down menu under How should a winner be chosen?, and select Manual.
  2. After a day or so, when the test campaigns have sent and subscribers have had time to engage with them, come back to the Reports page and click on the title of your A/B Split Campaign.
  3. Click the A/B split results tab to view a side-by-side rundown of your campaign’s stats.
    Choose A/B Split portion of the report.
  4. At the bottom of the A/B split results page, click  Pick Group A or Pick Group B to send the winning campaign to the rest of your list.

View Results

  1. Navigate to the Reports page in your account.
  2. Click the title of the A/B Split Campaign you want to view.
  3. Click the A/B split results tab.
    Choose A/B split results section of the report.
    On the results page, there is a side-by-side rundown of each version’s statistics. If there is a winning group, it will be noted under the table.

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