Skip to main content

A/B Testing Campaigns

A/B Testing lets you compare multiple versions of a campaign to determine which message performs best, using real data instead of guesswork.

Updated over 3 weeks ago

Prerequisites

Before getting started, ensure you have:
​

Required Permissions

Campaigns are available to users with the following permissions:

  • Marketing

  • Marketing Analyst

  • Operator

  • Owner

Other Requirements

  • AIQ Marketing Pro+ subscription

  • Familiarity with Campaign Builder

  • An audience large enough to support statistical significance

Supported Channels

A/B Testing is currently supported for:

  • Email

  • Text (SMS)

🚫 Not supported at this time:

  • Push

  • Waterfall campaigns

  • Co-marketing campaigns

  • Automated win/race conditions

How to Create an A/B Testing Campaign

Step 1: Start a New Campaign

  1. Navigate to Marketing > Campaigns

  2. Click Add (+)

Step 2: Select Campaign Type & Channel

  1. On the Channels screen:

    • Under Campaign Type, select A/B Test

  2. Under Campaign Channel, choose:

    • Email or Text
      ​

  3. Click Next

Step 3: Configure Recipients

  1. Fill out the Recipients section as needed

  2. Apply audience filters or selections

Step 4: Set Variants & Audience Split

  1. Choose how many Variants you want to test

  2. Define what percentage of the audience each variant will receive

Best practice:

  • Use equal splits (ex: 50% / 50%) for cleaner comparisons

Step 5: Add Content for Each Variant

  1. On the Content step, build the content for Variant A

  2. Click Next to move to the next variant

  3. Repeat until all variants have content

Tip:

  • Use the tabs above the content editor to switch between variants at any time

Step 6: Review & Launch

  1. Review campaign details on the Review step

  2. Click Launch Campaign

How to Use This Feature Effectively

What You Can Test

You can change any content element, as long as all variants use the same channel:

  • Subject lines

  • Email or landing page content

  • Text message copy

  • CTA language or layout

⚠️ Not supported yet:

  • Send time testing

  • Automated winner selection

Common Actions

  • Comparing subject line performance

  • Testing CTA copy (“Shop Now” vs “View Menu”)

  • Comparing short vs long-form messages

  • Evaluating content layout or imagery

FAQ

Which channels can I use with A/B Testing?

Currently, Email and Text only. Other channels are not supported.

How many variants can I create?

There is no hard limit. By default, campaigns start with 2 variants at 50% / 50%, but you can customize both the number of variants and allocation percentages.

Can I test multiple variables at once?

Yes, technically you can. However, best practice is to test one variable at a time so you can clearly identify what change impacted performance.

How large should my audience be?

Use a sample size calculator to determine the minimum audience required. Most tests are designed around a 95% confidence level.

What if I’m using Dynamic Content?

If Dynamic Content causes uneven eligibility across variants, AIQ will maintain the correct audience split instead of maximizing total sends.

Do you support automated win/race conditions?

No. Automated winners are not supported at this time.

Need Help?

If you need assistance, reach out to AIQ Support anytime via the chat widget within your AIQ Dashboard.

Did this answer your question?