Automatically deliver your highest performing emails with Content A/B Testing

Content A/B Testing takes the guesswork out of your marketing and automatically sends the winning content that resonates best.

When it comes to email, marketers know that the effectiveness of messaging and content is nowhere near an exact science. There are so many ever-changing variables when it comes to email: the devices and inboxes we use to check email, design trends—your company’s creative and messaging even changes over time. So, with all of these consistently moving parts, marketers are also keen to test any number of variables of content within their emails to know what’s working and resonating with their audience at any moment.

But historically, uncovering the content that works best has been a complicated and manual process, and it involved a tedious game of trial and error for marketers. All of that guesswork takes up time (which marketers already have too little of) and doesn’t scale so that improvements can be made over time.

Today, we’re excited to roll out our new feature available to all Emma customers: Content A/B Testing!

Content A/B Testing takes that guesswork out of your email marketing by testing two variations of the same email to a small sample group of your subscribers. The version that performs the best automatically gets delivered to the rest of your audience.

Take the guesswork out of your marketing

Emma’s Content A/B Testing feature makes it easy to test two variations of content for your subscribers, making it crystal clear as to what content is truly resonating with your audience. Choose one of the following criteria to determine the winner of the A/B test:

  • Mailing has the highest open rate
  • Mailing has the highest click rate
  • Most clicks on a specific link in each mailing
  • Manually pick the winner

Automatically deliver your most effective content

As soon as the A/B test has a clear winner, Emma automatically sends that email with the winning content along to the rest of your audience.

Improve your results with reportable analytics

Access the mailing’s response to get access to analytics like opens, clicks and more—and use that data to inform what will work best for your next send and your strategy moving forward.


  • Choose the size of your test group (20% minimum)
  • Automatically or manually send winning version after test completes
  • Review all details of your A/B content test before scheduling
  • Connect to Google Analytics to visualize website traffic for version A, version B, and the winning version
  • Schedule the test to send at a specific day and time, or send immediately
  • Receive an email notification when the A/B content test begins

Wrap up

With Content A/B Testing, it’s never been easier to test and deliver the types of content you know will resonate best with your audience.

Content A/B Testing is available for all Emma Pro and Plus customers at no additional cost. Just sign in to your Emma account, navigate to the Campaigns section, click on the Create A New Mailing button and choose “Content A/B Test.” If you’re not a current Emma customer and would like a demo, let’s talk!

About the Author

Miles  Price

Miles Price is a Product Marketing Manager at Campaign Monitor.

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