{"id":20865,"date":"2022-04-06T04:44:00","date_gmt":"2022-04-05T23:14:00","guid":{"rendered":"https:\/\/email.uplers.com\/blog\/?p=20865"},"modified":"2022-12-15T15:15:06","modified_gmt":"2022-12-15T09:45:06","slug":"step-by-step-guide-to-sfmc-ab-testing","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/step-by-step-guide-to-sfmc-ab-testing\/","title":{"rendered":"How To Set Up A\/B Tests In Salesforce Marketing Cloud: A Step-By-Step Guide To SFMC AB Testing"},"content":{"rendered":"\n

[This post was originally published on 9th July 2020. It has been updated on 6th April 2022.]<\/p>\n\n\n\n

A \u2018seat-of-the-pants\u2019 approach is not advisable with Email Marketing<\/a>. This is because the success of an email campaign \u2013 whether through Salesforce Marketing Cloud (SFMC)<\/strong> or some other platform \u2013 requires customer understanding, goal-oriented thinking, thorough planning <\/em>and of course flawless execution<\/em>. To this end, an email marketer must rely on the tools in his armory. One such tool is undoubtedly A\/B Testing <\/em>(also known as AB Testing).<\/p>\n\n\n\n

\"illustration<\/figure><\/div>\n\n\n\n

SFMC A\/B testing (or SFMC AB testing) is a great way to run experiments with email campaigns set up on the platform.  Email A\/B testing \u2013 also known as split testing \u2013 enables you to set up multiple versions of an email campaign and determine which version is likely to drive more engagement with a subset<\/em> of your audience before you send the campaign to everyone<\/em>. Thus, it can guide your Email Marketing strategy<\/a> and help you raise your campaign\u2019s chances of success.<\/p>\n\n\n\n

With automated AB testing, you can test for the following elements\/variables in Salesforce email template<\/a>:<\/p>\n\n\n\n

\u00b7         Subject line<\/em><\/strong><\/p>\n\n\n\n

\u00b7         Email send<\/em><\/strong><\/p>\n\n\n\n

\u00b7         From name<\/em><\/strong><\/p>\n\n\n\n

\u00b7         Content areas<\/em><\/strong><\/p>\n\n\n\n

\u00b7         Send time<\/em><\/strong><\/p>\n\n\n\n

\u00b7         Pre-header<\/em><\/strong><\/p>\n\n\n\n

But what is AB testing in Marketing? For the answer to this question, and to know more about the what<\/em> and the why<\/em>, check out this article<\/a>.<\/p>\n\n\n\n

In this article however, we will focus on the how<\/em> \u2013 how you can set up SFMC AB testing within Email Studio. We will also provide the answer to a very common question: is it possible to do AB testing in Journey Builder?<\/p>\n\n\n

\"Let<\/a><\/div><\/div>\n\n\n\n

SFMC AB testing<\/strong>: Laying the groundwork<\/strong><\/h2>\n\n\n\n

Before you start with A\/B testing in SFMC<\/a>, you should do some groundwork. Here are some strategies to get you going.<\/p>\n\n\n\n

Step 1. Understand your audience<\/em><\/strong><\/p>\n\n\n\n

Who are you marketing to? Who will receive your email marketing campaign<\/a>?<\/p>\n\n\n\n

If you don\u2019t know your audience, you won\u2019t be able to set goals for your salesforce marketing cloud testing or make the most of it.<\/p>\n\n\n\n

One of the best ways to understand your audience is by creating buyer personas<\/em>. You can have different personas based on your current or prospective customers\u2019 ages, locations, genders, pain points, or any number of other criteria.<\/p>\n\n\n\n

Step 2. Segment your email list<\/em><\/strong><\/p>\n\n\n\n

Once you create your buyer personas, you will find that your audience (i.e. email subscribers) is not one homogenous group. By segmenting your email list into smaller groups<\/a>, you can increase your conversions and get an edge over your competitors.<\/p>\n\n\n\n

Some common ways to segment your email list<\/a> include:<\/p>\n\n\n\n

\u00b7         New subscribers<\/p>\n\n\n\n

\u00b7         Location<\/p>\n\n\n\n

\u00b7         Gender<\/p>\n\n\n\n

\u00b7         Preferences\/interests<\/p>\n\n\n\n

\u00b7         Level of activity\/inactivity<\/p>\n\n\n\n

\u00b7         Opt-in frequency<\/p>\n\n\n\n

\u00b7         Abandoned shopping cart<\/p>\n\n\n\n

\u00b7         Purchase history<\/p>\n\n\n\n

\u00b7         Purchase type\/amount\/frequency<\/p>\n\n\n\n

\u00b7         Buying stage<\/p>\n\n\n\n

\u00b7         Birthday<\/p>\n\n\n\n

Step 3. Create your campaign<\/em><\/strong><\/p>\n\n\n\n

Create a well-formatted, mobile-friendly email template<\/a> for A\/B testing. Pay attention to the fonts, colors, design, call-to-action text, subject lines, etc.<\/p>\n\n\n\n

Step 4. Identify your key metrics<\/em><\/strong><\/p>\n\n\n\n

How will you measure the success of your SFMC AB testing campaign? Identify the criteria that matter with metrics<\/em>. Commonly-used email A\/B testing metrics include:<\/p>\n\n\n\n

\u00b7         Open rate<\/p>\n\n\n\n

\u00b7         Click rate (also known as click-through rate)<\/p>\n\n\n\n

\u00b7         Conversions<\/p>\n\n\n\n

\u00b7         Email deliverability<\/p>\n\n\n\n

Read more about email deliverability here: https:\/\/email.uplers.com\/blog\/the-definitive-guide-to-bounce-mail-management-in-sfmc-email-studio\/<\/a><\/p>\n\n\n\n

Step 5. Define a hypothesis<\/em><\/strong><\/p>\n\n\n\n

Once you have identified your target audience, know what your email campaign will look like and have a handle on how you will measure your campaign\u2019s success, create a \u2018hypothesis\u2019 about why a particular email variation might<\/em> perform better than the other.<\/p>\n\n\n\n

\"Hypothesis
Hypothesis creation process <\/strong> <\/figcaption><\/figure><\/div>\n\n\n\n

Once you have laid the groundwork, you\u2019re ready to set up SFMC AB testing in Email Studio. But before that, keep in mind that you\u2019re sending different versions of your email to real<\/em> subscribers. That\u2019s why it\u2019s important to send only a polished, final product. Also, A\/B testing should always be done before executing the final<\/em> send but after reviewing and performing test<\/em> sends. Finally, because A\/B Test sends take more time due to the \u2018splitting\u2019 process, you should use a \u2018standard\u2019 send when speed is important and for sends exceeding one million recipients.<\/p>\n\n\n\n

And now, on to configuring A\/B Testing in SFMC Email Studio.<\/p>\n\n\n\n

How to Configure <\/strong>SFMC AB testing<\/strong> in Email Studio<\/strong><\/h2>\n\n\n\n

Step 1: Configure test content<\/em><\/strong><\/p>\n\n\n\n

         i.            Click A\/B Testing<\/em><\/p>\n\n\n\n

       ii.            Click Create A\/B Test<\/em><\/p>\n\n\n\n

      iii.            Enter a name and description<\/p>\n\n\n\n

     iv.            Select a Test Type<\/em> to send classic emails, Content Builder emails or shared Content Builder emails<\/p>\n\n\n\n

       v.            Complete all required fields<\/p>\n\n\n\n

Step 2: Choose test recipients<\/em><\/strong><\/p>\n\n\n\n

         i.            Next to the \u2018Recipients\u2019 field, click Choose<\/em><\/p>\n\n\n\n

       ii.            Select subscriber lists, groups, sendable data extensions or data filters to use<\/p>\n\n\n\n

      iii.            Click Select<\/em><\/p>\n\n\n\n

     iv.            Slide the marker left or right to determine your test distribution. You can also manually enter the percentage or number of test subscribers<\/p>\n\n\n\n

       v.            Click Next<\/em><\/p>\n\n\n\n

Step 3: Set the winner criteria<\/em><\/strong><\/p>\n\n\n\n

         i.            Choose a version with either:<\/p>\n\n\n\n

a.\tHighest unique open rate<\/p>\n\n\n\n

b.   Highest unique click-through rate (CTR)<\/p>\n\n\n\n

       ii.            Specify the duration in hours or days after which the system declares a winner among the test versions<\/p>\n\n\n\n

      iii.            Click Next<\/em><\/p>\n\n\n\n

Step 4: Schedule a test deployment<\/em><\/strong><\/p>\n\n\n\n

         i.            Select a start time: immediately<\/em>, scheduled<\/em> or schedule later<\/em><\/p>\n\n\n\n

       ii.            Select how to send the winning email to remaining subscribers: automatically<\/em> or manually<\/em><\/p>\n\n\n\n

Step 5: Configure send options<\/em><\/strong><\/p>\n\n\n\n

         i.            Click Use the following from name and address <\/em>OR Select a send classification<\/em><\/p>\n\n\n\n

       ii.            Accordingly, make a selection from the dropdown menu<\/p>\n\n\n\n

      iii.            Click Finish<\/em><\/p>\n\n\n\n

     iv.            Click Confirm<\/em><\/p>\n\n\n\n

Before the final A\/B Test send, you can edit the A\/B Test within SFMC Email Studio<\/a>. If your A\/B Test results in a tie, the system declares Condition A the winner. But you can edit the winner criteria: Determine Winner by, Declare Winner, Recipients <\/em>or Next Send<\/em>. <\/p>\n\n\n

\"Our<\/a><\/div><\/div>\n\n\n\n

Follow these steps to edit your A\/B Test:<\/strong><\/p>\n\n\n\n

Step 1:<\/strong> Click A\/B Test<\/p>\n\n\n\n

Step 2:<\/strong> Click the name of the test you wish to edit<\/p>\n\n\n\n

Step 3:<\/strong> Click Edit<\/em> next to the area you wish to edit and make your edits<\/p>\n\n\n\n

Step 4: Click Save<\/em><\/p>\n\n\n\n

Once the system saves your changes, <\/em>verify your changes on the test results page.<\/p>\n\n\n\n

Then to view high-level near real-time A\/B Test results:<\/p>\n\n\n\n

\u00b7         Click A\/B Test<\/em><\/p>\n\n\n\n

\u00b7         Click the name of the A\/B test<\/p>\n\n\n\n

You can also cancel an A\/B test before completion.<\/p>\n\n\n\n

\u00b7         Click A\/B Testing<\/em><\/p>\n\n\n\n

\u00b7         Click the name of the A\/B test to cancel<\/p>\n\n\n\n

\u00b7         Click Cancel Test<\/em><\/p>\n\n\n\n

\u00b7         Click Confirm<\/em><\/p>\n\n\n\n

If you cancel an A\/B test, the current stage of the process will still complete.<\/p>\n\n\n\n

How to Create a Duplicate A\/B Test In Salesforce Marketing Cloud Email Studio<\/strong><\/p>\n\n\n\n

SFMC Email Studio provides a functionality to copy the conditions from an existing A\/B test to create a duplicate without reconfiguring those settings.<\/p>\n\n\n\n

Follow these steps to create a duplicate A\/B test:<\/p>\n\n\n\n

Step 1:<\/strong> Click the A\/B test name to copy<\/p>\n\n\n\n

Step 2:<\/strong> Click Copy A\/B Test<\/em><\/p>\n\n\n\n

Step 3:<\/strong> Click Edit<\/em> next to the area you wish to edit<\/p>\n\n\n\n

Step 4:<\/strong> Click Edit<\/em> next to Next Send<\/em> to send or schedule the A\/B Test<\/p>\n\n\n\n

Can We Set Up <\/strong>AB Testing in Journey Builder<\/strong>?<\/strong><\/h2>\n\n\n\n

AB testing is more of an Email Studio functionality so the idea is not really applicable using Journey Builder. However, a workaround for this is available, using Random Split<\/em>. This activity divides SFMC contacts into random groups in a configurable number of paths (up to 10) in Journey Builder. The marketer can specify a distribution percentage of contacts for each path. Journey Builder will ensure that the sum of path percentages always equals 100.<\/p>\n\n\n\n

\"split
Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n

After randomly splitting the contacts, you can define the Email Activity and use the same email with different subject lines or add a Wait activity to send it at different times. The downsides of email AB Testing in Journey Builder<\/a> are that it doesn\u2019t have a \u2019winner\u2019 functionality like A\/B testing in Email Studio and reporting is not easily displayed. However, it does allow Salesforce marketing cloud email specialists<\/a> to split the population and send different versions of the email, say, with different subject lines.<\/p>\n\n\n

\"Let<\/a><\/div><\/div>\n\n\n\n

Best Practices for <\/strong>SFMC AB Testing<\/strong><\/h2>\n\n\n\n

These strategies can help you make the most of your SFMC AB Testing campaign:<\/p>\n\n\n\n

\u00b7<\/strong>         Always have a valid hypothesis<\/p>\n\n\n\n

\u00b7<\/strong>         Change only one element at a time<\/p>\n\n\n\n

\u00b7<\/strong>         Ensure that the numbers you\u2019re testing with are big enough to enable reliable (further) analysis. A test with fewer than 500 subscribers may not be statistically significant<\/p>\n\n\n\n

\u00b7<\/strong>         If there are more than 50,000 subscribers, send to 5% per condition and 10% if the number is less than 50,000<\/p>\n\n\n\n

\u00b7<\/strong>         Let your test run for long enough to get verifiable results. Wait at least 24 hours before declaring a \u2018winner\u2019<\/p>\n\n\n\n

\u00b7<\/strong>         Don\u2019t update the data source; keep the data static to prevent any problems with the test<\/p>\n\n\n\n\n\n\n

Wrapping It Up<\/strong><\/h2>\n\n\n\n

We hope this guide enables you to optimize your future email campaigns with email A\/B Testing and achieve exponential results with your Email Marketing campaigns<\/a>. Remember, we\u2019re always rooting for you!<\/p>\n","protected":false},"excerpt":{"rendered":"

Flawless optimization of your campaigns on your mind? Learn how to set up A\/B tests in SFMC!<\/p>\n","protected":false},"author":1,"featured_media":20867,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1158],"tags":[],"class_list":["post-20865","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-salesforce-marketing-cloud"],"yoast_head":"\nStep-By-Step Guide To SFMC AB Testing | Email Uplers<\/title>\n<meta name=\"description\" content=\"SFMC AB Testing Step by step guide. How it works, What you can test & When to use it. 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