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:

https://knowledge.hubspot.com/articles/kcs_article/email/how-to-create-an-a-b-test-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
Enable A/B testing in workflow/automated emailsHubSpot Product Team
2 weeks ago

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. 

Enable A/B testing in workflow/automated emailsHubSpot Product Team
2 weeks ago

Thanks @petersherlock93! Just a case of good ol' miscommunication Smiley Happy  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.

Enable A/B testing in workflow/automated emailsHubSpot Product Team
changed to: In Planning
2 weeks ago

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.

Enable A/B testing in workflow/automated emailsHubSpot Product Team
2 weeks ago

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

Enable A/B testing in workflow/automated emailsHubSpot Product Team
2 weeks ago

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. 

127 Replies
Sandy
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? 

 

Thanks,

 

Sandy 

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. 

 

Best, 

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.

arthurmaitre
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.

roo12
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. 

lilliclark
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.

Kateb
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! 

twandeleijer
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..

JesRichards
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. 

mcostet
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