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
Feb 14, 2020

Hi all! Two quick updates for you on this:


Number 1: Progress is going well, we have our new A/B framework in good shape and at the moment we're focusing on the new in-app features needed to begin/end and analyse this new type of A/B test for workflow emails. This is a big update on what is currently available for batch emails, and will give you the ability to end an A/B test and start a new one on the same email without needing to rebuild the email over and over again. Getting very close now! 


Number 2: Moving forward this feature, the updates on it's release and all feedback will be handled by my colleague @jaleonard19. Jake is also a PM here working on our marketing email tools and has actually been the one spearheadding this feature for some time now so you'll be in great hands. 


Jake is currently working on our release plans and will be sharing a public beta signup form with you all as soon as it's ready. Thank you all again for your feedback and suggestions. Looking forward to seeing the impact this will have for you all.

Dec 19, 2019

Will do @petersherlock93

Dec 11, 2019

Will do @EJVFernyhough ! We'll be sharing a beta sign up form with everyone on this post when it's available so everyone will have the opportunity to sign up once it's open.

Dec 11, 2019

@AJernigan can do Smiley Happy

Nov 18, 2019

Hi @ridingforlife I can definitely share more. At the moment we're making good progress but factoring in the upcoming US and EU holiday season it's unlikely that we'll be hitting beta-ready in Q4 but safe to say that we'll have a beta in Q1 2020. As soon as we have an open beta we'll offer it up to everyone in this thread to give it a try. 

Nov 4, 2019

Hi all, just to keep everyone updated on our progress here, we've been making decent headway with the infrastructure planning and development roadmap for this feature and are making meaningful progress towards a beta.


There's still a lot of moving pieces here so we don't have a concrete date on when we'll be opening up a beta but I wanted to keep you all in the loop and confirm that we're definitely focused on this and are actively working on it.

Aug 14, 2019

Thanks @petersherlock93! Just a case of good ol' miscommunication 🙂  The "on pause" here just means that we were still deep into the infrastructure and reliability work needed for this (and other) functionality. It was by no means deprioritised or taken off the roadmap, just needed to get the ordering right on the priorities to make sure we didn't put the cart in front of the horse, so to speak.

Aug 13, 2019

Hi @petersherlock93  (and all following along). I can confirm that this isn't the case, A/B testing of automated emails is still very much a priority for us.


For the past few months we have been focused primarily on work on the underlying infrastructure of email, to ensure speed, stability and reliability of the overall platform and user experience. We're nearing the end of this work right now which enables us to continue to build on top of the email tool and makes it possible for us to build more net-new functionality in a stable and scalable way, A/B testing of automated emails being a great example of that. 


While there hasn't been much news on this specific feature lately, it's something that is very high on our roadmap and now that we're seeing results from our infrastructure and performance work we're able to refocus our efforts on bringing these new features to the product. Rest assured that it's still something we're focused on. 


While we aren't yet at the stage of a beta for this feature, I'd recommend checking out these resources (one and two) from the HubSpot blog that provide interim solutions and as soon as we have a beta that's available for everyone I'll share a signup form for everyone here to try out. Thanks again for your feedback and for keeping the momentum going here. 

changed to: In Planning
Jan 29, 2019

Hi all, I wanted to share a quick status update with you on this. We've spent some time researching options for this feature and are making good progress. We'll soon be heading into a dedicated research phase and as we get close to a beta of this we'll open it up to everyone on this post to get early access. Please do keep your feedbac/upvotes coming, we really appreciate it.

Nov 16, 2018

Thank you all for sharing your feedback and use cases on this. The product team is currently thinking about how to solve this, and will post updates here. 

Apr 6, 2017

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

243 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

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

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! 

Occasional 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

New Contributor

Same boat. I would really appreciate this feature becoming a reality as it would multiply returns on time and fluidity tenfold.

New Contributor

We really need this feature

New Contributor

I would love to have this feature too! Please prioritize 🙂



Occasional Contributor

It seems to make very little sense for A/B testing to be availabe anywhere but in workflows, where they get their whole potential. I've been advised to test complete workflows against each other, but setting it up is pretty much a nightmare compared to creating A/B test variations in an email. 

Occasional Contributor

@davidoudiette Imagine if you have a workflow that contains 2 emails, that would means testing 4 workflows. Or 3, that would mean 8 workflows. You can do that on the rest Smiley Happy

New Contributor


Occasional Contributor

Complete nightmare this. Every time I want to test a single email in a workflow I need to replicate the workflow and test it that way. It's not even easy to do that. You need to create new properties and add custom HTML to form embeds. Its shocking that this is not a simple functionality. 


Please add this

Occasional Contributor

Came here to find out how to set up A/B testing for my worklfows. Really disappointing (again) to see this obvisous feature is not implemented yet.

Regular Contributor

I totally agree because we are always updating our workflows to better serve our leads and clients. Even for just the beginning of an email workflow if we had the A/B testing options then we could see which one was performing better and that we could keep for our workflow. We are NOT going to get that info from a one-off email if it is in our workflow. That just doesn't make sense. 

Occasional Contributor

Agreed! I had  submitted the same question to Hubspot. Not being able to see which emails are are doing better, what's working whats not is important. These workflows are a big part of my email automation. Checking single emails doesn't give me any insight at all. I specifically create emails that are a part of that workflow only. Also, having ability to see which clients are using a majority of the platform would make my life easier. Right now, there are so many testing browsers. Designing an email in a certain browser may not be optimal for viewing for the other. This is time-consuming and I have to make allowances for a lesser design. So, having that feature which tells me whats the majority of the population using to view these emails - will be a great thing!