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
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
Occasional Contributor

How can it be that Hubspot doesn't have this super basic feature? 
Does anyone have any workaround for this?


 This feature is absolutely paramount! Workflows allow us to communicate with customers at a precise moment in their journey, and we need to be able to test these communications via AB testing. Without this capability, Workflows completely lose their value to our business. 

Occasional Contributor

I've been waiting for this feature for 3 years...

New Contributor

Hubspot, people asked for this must have feature for more than a year ! And it's still not there... SHAME ON YOU !

 shame embarassed GIF-downsized.gif

tobiaspasma Occasional Contributor | Platinum Partner
Occasional Contributor | Platinum Partner

 Come on guys... let built that feature! Please!?

Occasional Contributor

Need this desperately. Are you working on this? I can see it has a ton of upvotes.

New Contributor

In complete agreement that getting A/B testing to function within workflows is 100% necessary. The idea of adding multiple manual steps in order to use optimized content/messaging in each workflow multiplied by the number of workflows is mind-boggling.

Top Contributor

Over 100 votes and still not in planning? Really surprised. This will up our marketing email game if available. Please add!

New Contributor

I signed up to this community just to upvote this idea.


Please Hubspot, listen to your customers! ! !


This is amongst the top 12 idea in Hubspot community as of June 19 2018 and has been requested for over a year now.



Occasional Contributor

Yes this would make our lives much much easier. all i want to do is A/B test subject lines, for goodness sake...