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Content split testing

With content split testing, you can test 2 different mailings against each other with a portion of your audience. We'll send the mailing with the highest response to the remaining recipients. It's a smart and easy-to-use tool to learn what works best for driving up metrics with your audience and get the best results from your mailings!

Content split testing is not available for Editor and Author permission levels.

Creating a content split test

Before you get started, you'll need two separate mailing drafts. Once you're ready, you'll head to the Campaigns tab of your account. From there, click the arrow next to the Create a new mailing button on the far right side of the app and select Create a content split test.

This will take you to the setup page:

  • Content A/B test name: Like a mailing name, this is only used internally for your reference and is not visible to recipients.
  • Audience: For split testing, you'll have to send to at least 30 recipients. When you select your audience, you'll have the option to send to your entire audience or any groups / segments you choose. If you need to suppress a portion of your audience from receiving, you can check "Exclude audience segments" and then select one or more of your audience segments.
  • Test Group Size: When you send a content split test, Emma will distribute your mailing variations to the test group first. Here you can select the size of that test group. For example: if you're sending to an audience of 60 contacts and set the test group size at 50%, we'll test with 30 contacts: 15 will receive Mailing A and 15 will receive Mailing B.
  • Choose A/B test winner:  Emma sends to your test group and the remaining members of the selected audience will receive the mailing with the best results, based on your selection here:
    • Highest click rate on entire mailing: the mailing with the most overall clicks wins
    • Most clicks on a link in each mailing: the mailing with the most clicks for a specific link wins
    • Highest open rate on entire mailing: the mailing that's opened the most wins
  • Choose winner: If you select "Autosend winning version", Emma will automatically send the winning mailing to the remaining audience members; if you'd prefer to watch the results and choose for yourself, select "Choose winner manually". You'll also set the length of time the test runs. For example, if you choose "Autosend winning version" and set the timing to "After 1 hour", Emma will send to your test group and gather results for one hour before automatically sending the winning mailing to your remaining audience.

Once you've configured your test options, you'll need to choose your mailings:

For each mailing, you'll set a subject linepreheader text (optional), from name, and from email. You'll also see a preview of your mailing:

If for Choose Test Winner, you've selected Most clicks on a link in each mailing, you'll also see Choose link under each mailing:

Select Choose link and type in the exact URL as it appears in the link of your mailing:


Once you've made all of your selections, you can start your test or schedule it for a later date:

Reading the response to your test

Once you've begun the test, you'll be taken to the response. Here you'll find a summary of your test, including the criteria, send time, time remaining, and audience used. You'll know your test is in progress because you'll see this in the top right of the app:

If needed, you can cancel the split test by choosing Stop test. You will be prompted to confirm this before Emma stops the test.

The response for each mailing is displayed; you'll need to refresh the page each time you want to see updated results.

If you've set your test to autosend the winning version, it will be sent at the end of the testing period. You can manually pick a winner any time by clicking the Choose As Winner button. Once testing is finished, the winner will be indicated on this page:

Frequently Asked Questions

I selected "Choose Winner Manually" but forgot to choose a winner. What happens?
If you forget to choose a winner, your mailing will not be sent to the remaining members of your audience.

Can I add Google Analytics to my mailings?
At this time, you can not add Google Analytics to mailings used in content split testing.

Can I use the Compare Mailings tool with the mailings from a content split test?
Currently, mailings from a content split test are not available for use with Compare Mailings.

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