How is the winner decided?

You decide by reading the Variants tab: each version's performance (open rate, click rate, and more) is shown side by side.

Does the winner go out to the rest of my list automatically?

No. The list splits roughly in half and both halves are real sends; there is no remainder waiting for a winner.

Email MarketingAll plans

Send two subject or preview variants to a split list and compare how each performed.

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Two variants, both real sends.

The A/B test option in the broadcast wizard's email step

Before you start

Start a broadcast and reach Step 2 (Email).

In the broadcast wizard's email step, enable the A/B test on the subject or preview text.

Write variant A and variant B.

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Change one thing so the result means something.

Continue to schedule and send. Your list splits roughly in half, and each half receives one of the two versions. Both versions are real sends.

Compare the results: open the broadcast and check its Variants tab for each version's open rate, click rate, and more, side by side.

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See which version won.

Tips and good to know

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Kannlicit does not automatically send the winning subject to anyone else; the test is the send. Use what you learn in your next broadcast.

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Test one element at a time (subject or preview) so you know what made the difference.

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Inside automations, A/B testing works through random split steps, and results show in that automation's analytics with the winner marked.

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Compliance still applies to both variants: no inducement framing or urgency in a subject line.

Common questions

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