A/B Testing

See what works best

Mailchimp takes the guesswork out of creating campaigns people click on. A/B and multivariate testing let you try things out and pick a winner.

We make it easy to learn and improve from one campaign to the next.

Get to know your fans

Learn more about your people by sending tests to certain audience segments. Try out different subject lines, images, layouts, and send times to see what’s working best.

Get smarter with your marketing

As you learn more, you can adjust your campaigns to reach your goals faster. Our research shows that e-commerce businesses who use revenue as their test metric typically earn 20% more from their emails.

You decide the finish line

Pick what determines success for your campaign—whether it’s clicks, opens, or revenue—and we’ll help you see which email is the clear winner.

“It’s not always obvious what’s going to resonate best with our customers, but with Mailchimp, we’ve been able to identify a strategy that doubled our engagement and revenue.”

Wombi Rose, co-founder of Lovepop

See his approach to A/B testing

How to test a campaign

  • Pick your options

    An image of the Instagram ad builder, with fields to select the targeted location, gender, age, and budget.

    You can test subject lines, content, from names, and send times, as well as how many people will receive your test emails.

  • Build your test emails

    An image of the Instagram ad builder with photo selections and a space to add a title.

    Create your test campaigns by editing the variables and choose the factor that defines success, whether it’s clicks, opens, or revenue.

  • Send it out to world

    A sample Instagram ad, featuring a shoe and a title that says, "Shop our spring collection."

    We’ll gather results of your test and once there’s a clear winner, Mailchimp can automatically send out the winning campaign.

An image of the Instagram ad builder, with fields to select the targeted location, gender, age, and budget.
An image of the Instagram ad builder with photo selections and a space to add a title.
A sample Instagram ad, featuring a shoe and a title that says, "Shop our spring collection."

Start out with A/B testing

With our free A/B testing feature, you can test up to 3 variations for your campaign and build a strategy that works for you.

Go pro with multivariate testing

Get Mailchimp Pro to craft perfect emails with multivariate testing. You can test up to 8 campaign variations in one go and send better emails every time.

Set up your first A/B test

Have 20 minutes? You have time to perfect your next campaign.