Enable A/B testing in workflow/automated emails

katharine

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
Jan 15, 2021

Hey folks!

 

The ability to A/B test to automated emails is now in public beta. This enables you to try new tactics and optimize your email sending. To A/B test an email, open the email editor and click "run a test" in the top left. 

Status updated to: In Beta
Jan 13, 2021

Hi Everyone,

 

Thank you for your pateince here. I am ecstatic to be updating this post to "In Beta" today. We rolled this feature out to a list of Beta users from this morning. If you want to be added to it please reach out to support and they can request it through the proper channels. 

We know this has been a very popular request and the team have been working so hard to deliver this as fast as possible. We hope to be rolling it out to a wider audience in coming weeks.

Best,

 

Shane

Status updated to: Being Reviewed
Dec 2, 2020

Status updated to: Idea Submitted
Nov 23, 2020

Hi All! Again thank you for your patience on this feature. Again we are almost there with some final checks and tests. We hope to have this released to Beta next week. I will update this post when it is live. Please do reach out to your CSM if you want to be part of the Beta - By this I mean send an email to support and they can add you to the Beta list.

 

We are really excited to get this out after months of hard work by the team here.

 

Thank you!


Best,

 

Shane Janssens

Nov 13, 2020

Hi All, 

I just wanted to update the recent questions @petersherlock93 , @jmcguire20 , @stuartborders , @JPD123 

 

We are in final testing here. expecting to release to beta group in late Nov. If you want to get siogned up for Beta please reach out to your CSM and they can add you to list.

 

I commented with updates but they seem to be lost in thread. Sorry about confusion.

 

Best,

 

Shane

Sep 30, 2020

Hi all,

 

Quick update here. Again thank you for your patience and feedback here. We are currently moving to testing this feature. It will take a bit of time as it is a big change on the email infastructure. I will update here as soon as it is in Beta. I wont give an exact timing as it depends on what we find in testing. Anyone who has signed up will be in the first release group, if you have not asked support for this please reach out and they can add you to the beta list.

 

Thank you, it is very close now.

 

Best,

 

Shane

 

Status updated to: Being Reviewed
Sep 9, 2020

Hi Everyone,

 

Thank you so much for all your interest and comments in this forum. I am the Product Manager on Marketing Email and I wanted to jump in here as I have been closest to this project for past few months. We are so close, we had hit a couple of small bumps that set us back with the complexity of this build. We are in the final stretch and we are talking about delivering this in September. We have had 2 teams involved in building this and we are so excited to release the Beta as soon as we can. I will update this post as soon as it is ready for beta.

Thank you for your patience and continued interest in this project.

 

Best,

 

Shane

Jul 24, 2020

Hi folks - Jumping in here again from the HubSpot Product team. I want to apologize for how long this has taken. This work is in progress and is a high priority for the team. Unfortunately, we have hit a number of snags during the development of this, which is slowing down the release. Hopefully in another month or so we should have clarity on timing. I'll post here as soon as we have more details to share. In the meantime please feel free to keep commenting, and upvoting the post.

Apr 20, 2020

@btuttle279 Absolutely - just sent over a message. We can jump on a call and walk through what this will all look like! 

Apr 20, 2020

Hi folks - Just posting a quick update on this thread. We are still focused on this project. Waiting on a couple of the backend changes to wrap up before we move into a Beta. Unfortunately, the work took a bit longer than originally anticipated. We are targeting getting the feature into a Beta this quarter (hopefully sometime in late May/ early June). As we roll out the Beta I will announce that in this forum, and post a form for you all to fill out to join. So hang tight for that!


We are very excited to get this one rolled out to you all and to start collecting feedback on it.

Feb 26, 2020

Hi Folks - 

As @Shay mentioned I will be taking over this thread. I wanted to post an update and ask a couple of questions to the group here. Here is the basic functionality we will be supporting in the Beta:

  • A simple 50-50 split between 2 variants 
  • Ability to start and end tests on the same automated email (without cloning and republishing). 
  • Ability to see a history of the tests run on that automated email. 
  • Manually choosing a winner based on open/ click data. 

When digging into this project we realized that AB testing for Automated emails differs from regular 1-off batch emails. The main difference is that Automated emails have the potential to last forever. Thus we needed to support the ability to start and end multiple tests on an Automated email. Tracking those changes and tests over time. Here are some questions I had for the group:

 

Q1: How do you all keep track of the different experiments and tests you have run today with Batch Email? Or with other tools (website pages, CTAs, etc.)?  

Q2: Are their other metrics that are important to picking a winning variant other than Open & Click information? What are they and how do you solve for that today?

Q3: What are the other important pieces of functionality that are missing from above? And which are the most important to you? (ex/ configurable percentages, multivariant, calculations to pick a winner, ability to have HS pick a winner, etc.) 

 

We are getting very close to having a Beta. Once we have it I will post a form in this thread in order for you all to join. We will then be quickly iterating and adding more advanced functionality.  

 

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. 

Status updated 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.

279 Replies
KylerMarkle
Member

Registered for the forum just to comment on this; this is deal-breaking functionality as far as I'm concerned.  It's available in Marketo and Salesloft, as well as many other email marketing platforms.  It's required, and to see that it's requested for years and not implemented is extremely disappointing.

 

I'll likely be looking at alternative platforms to solve this.

Avatar
Member

@hubspot

 

Even Mailchimp which is an entry level ESP has this feature.

markpetty
Member

Looking at HubSpot as an alternative to Intercom. This feature is kind of a deal breaker.

cdoll2
Member

Has there been a solution created yet for this? 

 

It's very manual work if we have to turn on and off emails every time we want to test a new feature, subject line, content etc in a workflow. 
And if I do an A/B test on certain elements in a single-send email, it's not reliable data for me to fall back on since my audiences would have different intents. Help, Hubspot!

cdoll2
Member

+1 Agreed! Please add this feature. It's a must-have. 

Leah2
Participant

I do understand the rationale that automated emails send at different times thus you couldn't definitively say that version A is truly the winner, b/c we can't control time. However, if an automated email has been sent to 300 contacts, we can assume that across the 2 different a/b pools the submission times have averaged out - and thus attribute the success to the corresponding version.

That being said - the proposed option of sending out manual emails until we determine a winner is the least helpful "solution" ever. I'm sure MANY hubspot users have automated workflows that are triggered upon a new contact/lead submitting their information. To have someone on hand, ready to send an email as soon as someone has visited their website and provided their information is ludicrous. FURTHERMORE, they would be sending 1-off emails, and no simple way to actually track and analyze the success of the emails.

 

I still continue to be shocked by the seemingly obvious implementations and functions that Hubspot does not offer.

Currently the no automated email a/b testing option is worse than the option to a/b test automated emails, knowing that the results aren't necessarily 100% accurate.

Hubspot should make this one of their top priorities.

 

dan_cb
Member

I found this on the blog and tried out the first option. https://blog.hubspot.com/customers/how-to-a/b-test-workflow-emails-using-the-lead-rotator-or-zapier

 

Takes a little bit of time to set up, but seems to be working properly so far

natsumimori
Community Manager

<Posting this on behalf of a customer>

 

A/B test in workflow will be a great feature because we would like to do A/B test including the actions in the workflow.

If this will be added as a feature in the portal, we would be able to test not only the contents of the emails but also the actions in the workflow.

Tada41
Member

really want that. i'd like to know which set of step emails is better.

KiwiJen83
Member | Platinum Partner

This is an absolute must-have!

robinsonjn22
Participant | Partner

There are a few things HubSpot is missing from a basic functionality standpoint...and this is one of them...Please add this functionality. 

Job1234
Member

We need this badly, any update on when it will be available?

bcg
Participant

Please hubspot please!  You're making us look bad... 😉

surveykiwi
Member

I don't understand how Hubspot being a platform so complete, it doesn't have this simple feature. EVERY sales automation platform I used/tested have this feature.

It is something that can make me decide to change my sales automation provider.

lkerstein
Member

 I thoroughly support this idea.  Seems like an obvious enhancement, and one that would get a lot of use.

Capitel
Contributor

This is a BASIC feature!! Plase add it asap

mattgreener
Member

Very surprised to find that this is not currently possible. Especially for simply testing subject line variations.

nathans
Participant

How is this still not a feature? So many have been requesting it for the last year and a half! Please prioritize.

bobaloobadoo
Member

In the meantime while they absolutely need to sort this out. You could use properties to set up variables. I used the ownership field and set a workflow to auto-assign to one of 2 owners in a rotation. This gives you a 50-50 split test group. This also requires you to not be using the CRM as a CRM, however.

 

I imagine you can use a bit of excel magic to assign values similarly and append them to your email file to create the A/B lists.

bellawu
HubSpot 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.