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
Wednesday

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
Wednesday

@AJernigan can do Smiley Happy

Enable A/B testing in workflow/automated emailsHubSpot Product Team
a month ago

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
11-04-2019

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.

Enable A/B testing in workflow/automated emailsHubSpot Product Team
08-14-2019

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
08-13-2019

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. 

Enable A/B testing in workflow/automated emailsHubSpot Product Team
changed to: In Planning
01-29-2019

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.

Enable A/B testing in workflow/automated emailsHubSpot Product Team
11-16-2018

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. 

Enable A/B testing in workflow/automated emailsHubSpot Product Team
04-06-2017

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

138 Replies
hendrikjd
New Contributor

@bobaloobadoo you can create additional user property (i called mine `test_group`) and set that field in your workflow rotation to keep `Contact Owner` usable in CRM.

HubSpot Employee
HubSpot Employee

This would be a really great feature! +1 This Idea

mmaheshwari
Occasional Contributor

Totally +1 this idea. 

Your logic behind not being able to AB test on automated emails is completely flawed - following the same logic, Google should not also allow this kind of tests on their ads!

It's a complete fail on your part, Hubspot, that this functionality is unavailable.

TheoB
Regular Contributor

Have to agree this reply makes no sense. 

 

You enable a/b testing on landing pages, but people visit landing pages at different times of day. 

 

If it makes sense to A/B test ad content or landing pages which deliver at different times of day to individual people, it 100% makes sense to A/B test emails in a flow.

 

It's about improving the flow, and if you are sending a large volume of emails the time of day issue should not skew the data. 

adoller
New Contributor

This would be a very beneficial addition to HubSpot to be able to A/B Test in a workflow. We have several onboarding email workflows for new customers and being able to test different emails for new users would be helpful.

awdimmick
Occasional Contributor

Adding my voice fo support to this thread in the hopes this becomes a feature in the near future. The inability to A/B split an automated email seems like a massive feature gap to me. the value of Hubspot to me woud be dramatically increased if A/B slitting automated emails was a feature. 

ClementMurat
Regular Visitor

+ 1 we really need this feature for us and our clients 

 

I follow this article : https://blog.hubspot.com/customers/how-to-a/b-test-workflow-emails-using-the-lead-rotator-or-zapier but this is complicated to set up 

jmitchell
Occasional Contributor

Agreed - this makes no sense and not having A/B test means there is no way at all of testing a change (i.e. a text link or a button link). There may be a point regarding different times of day, but without any form of testing there is nothing at all to test against an we are in the dark of any changes made.

 

Going to try out the following: https://blog.hubspot.com/customers/how-to-a/b-test-workflow-emails-using-the-lead-rotator-or-zapier as some form of A/B testing is paramount to us evolving email 

Leah2
Occasional Contributor

this is non-sensical. 

this needs to be implemented.

HubSpot Product Team
HubSpot Product Team
updated 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.