What is the difference between split testing automations vs. campaigns?

Split test campaign
A split-test campaign is created on the Campaigns overview page in your account. This campaign type allows you to create and test up to five versions of a single campaign—each going out to to a portion of your list(s). You can test different email subject lines and/or from information, or you can test up to five email subjects, from information, and/or content. Once you have configured each version of your campaign, you can choose from two different sending options:

  • Do not determine a winner: Each version of the campaign you created will be sent to different, equal portions of your list at the same time. You can then view the split testing reports to see which message performed the best.
  • Determine a winner: Each version of your campaign will be sent to a different portion of part of your list. Then based on a performance metric of your choice (best open rate or best click rate) over a specific period of time you set, the winning message will be sent to the rest of your list.

Split testing a campaign is advantageous as it allows you to learn what works best with your contacts so you can improve your email marketing.

Click here to learn more about split testing a campaign.

Automation split action
A split action allows you to create A/B split tests inside an automation. This can help you determine which marketing and sales approach works best, and help you optimize your marketing and sales efforts over time.

You also have the option to create conditional paths with this action which would route contacts through one path until a condition is met and then a different path after.

In either option you choose, a contact must encounter the split action in an automation in order to be included and can participate in a split only one time. Once a contact enters a path, they will always be on that path and it is not possible to change it.

Click here to learn more about automation split actions.

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