Enable A/B testing in workflow/automated emails

I was disappointed to see that I can't do an A/B test in an automated email:



Marketo (a HubSpot competitor) allows this functionality.

Can you add this to the product sometime?

It's particularly helpful with a Welcome email sequence which is key to on-boarding new customers.

HubSpot updates
152 Replies
New Contributor

I've built out a free trial workflow for new users who sign up for our community and would like to to do some A/B testing of the emails ( starting with a simple subject line test). 


I've noticed that once I have activated my workflow I am not able to add an A/B test in the email builder. Is there a way to add this in without pausing the workflow? 





Academy Team
Academy Team

Hello @Sandy


Currently, you won't be able to create an A/B test with an email that is saved for automated workflows. Make sure your email is set to send at a specific date/time or immediately (under the Sending tab in your email). 


The reason behind this is an automated email will continue to send over time at different intervals depending on when someone gets enrolled in the workflow. I would suggest if you wish to test some variables of your email you run an A/B Test on a regular single-send email and then depending on the results could implement that functionality into your automated email. 



Courtney Sembler 

Inbound Professor 

HubSpot Product Team
HubSpot Product Team

A/B testing an entire workflow to see what places could be improved to improve conversion rates.

New Contributor

Agreed - this is some must-have functionality if you ever want to optimize your automated email workflows.


Even just A/B testing the subject line would be helpful to maximize open rates.

New Member

We would like to A/B test the effect that sending out special offer emails to our database has on open rates and conversions. The best way we can think of is if there was a way to randomly put, for example, 1 in 10 subscribers into a separate static list that can be excluded from special offer emails. 


Another way this could be done is if we were able to pull subscribers from a number attribute (for example year of birth) based on 'number ending with X' which should give a relatively random selection. 

New Member

+1.  This seems absurd that it is not possible.  Many of our 'most important' emails are saved for automation in workflows.  It's non sensical that we can't optimize them.

New Contributor

++++1 I can't believe Hubspot has not prioritsed this as a feature! An A/B testing functionality is an aboslte must for our automated emails! 

Regular Contributor

I was really surprised to find out that this is not a feature in Hubspot. I thought Hubspot was all about automating the lead nurturing process. Without the ability to optimize the emails we use in our automated lead nurture workflows, there is really no way to optimize this workflow. Very dissatisfying..

Regular Contributor

I completly agree with this. Being able to test out different parts of a workflow could mean results are drastically changed. This would be a great feature to have. 

New Contributor

I have the same issue. I think we constantly need to improve the messages we delivered our customers so A/B testing in automated emails is a must.

Hubspot you should develop that feature