How to Set Up an A/B Test in Mailchimp

A/B testing (also known as split testing) allows you to compare different versions of your email campaign to determine which one performs better. Mailchimp enables you to test subject lines, sender names, email content, and send times.

Step 1: Log into Mailchimp #

1. Go to Mailchimp and log into your account.
2. Click on the Campaigns tab in the left-hand menu.

Step 2: Create a New A/B Test Campaign #

1. Click the Create button in the top right.
2. Select Email from the options.
3. Click A/B Test under the “Regular email” section.
4. Give your campaign a name and click Begin.

Step 3: Choose Your Audience #

1. Select the audience list you want to send your test to.
2. You can send to your entire audience or a segment of your list.

Step 4: Select a Variable to Test #

Mailchimp allows you to test one of the following:

• Subject Line (Test different subject lines to see which gets the best open rate)
• From Name (See if changing the sender name affects engagement)
• Content (Compare different email designs or messages)
• Send Time (Test different times of day to optimize engagement)

1. Choose the variable you want to test.
2. If testing the Subject Line, From Name, or Content, enter multiple variations.
3. If testing Send Time, select your preferred schedule.

Step 5: Set the Testing Parameters #

1. Choose the test group size
   • Mailchimp will split your audience into test groups and a final group (if needed).
   • Adjust the slider to determine what percentage of your audience will receive test emails.
2. Select the winning metric
   • Open Rate (best for subject line or send time tests)
   • Click Rate (best for content tests)
   • Total Revenue (if connected to an e-commerce store)
3. Choose the test duration
   • You can let the test run for a few hours or up to 24 hours before a winner is determined.

Step 6: Design Your Emails #

1. Click Design Email and create the different versions of your email.
2. Edit subject lines, sender names, or content depending on your chosen variable.
3. Once finished, click Save & Close.

Step 7: Review and Send Your A/B Test #

1. Double-check all details, including:
   • Audience selection
   • A/B test variable
   • Testing parameters
   • Email content
2. Click Send Now or Schedule if you prefer to send it at a later time.

Step 8: Monitor the Results #

1. Go to the Campaigns tab and select your A/B test campaign.
2. View performance metrics such as open rates, click-through rates, and conversions.
3. Mailchimp will automatically send the winning version to the remaining audience if you enabled that option.

Best Practices for A/B Testing in Mailchimp #

• Only test one variable at a time to get clear results.
• Run tests for at least 4-6 hours (or longer) for accurate data.
• Test a significant portion of your audience (at least 20%) to ensure meaningful results.
• Use data from previous campaigns to make informed decisions on what to test.

By following these steps, you can optimize your email marketing strategy and improve engagement with your audience.