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
Enable A/B testing in workflow/automated emailsHubSpot Product Team

Will do @petersherlock93

Enable A/B testing in workflow/automated emailsHubSpot Product Team

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.

Enable A/B testing in workflow/automated emailsHubSpot Product Team

@AJernigan can do Smiley Happy

Enable A/B testing in workflow/automated emailsHubSpot Product Team

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. 

Enable A/B testing in workflow/automated emailsHubSpot Product Team

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.

Enable A/B testing in workflow/automated emailsHubSpot Product Team

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

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
changed to: In Planning

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

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. 

Enable A/B testing in workflow/automated emailsHubSpot Product Team

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

152 Replies
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 Smiley Happy



Regular 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. 

Regular 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!