About Multivariate Campaigns
Test up to eight versions of your campaign. Learn how Multivariate Campaigns work and get ideas for your own tests.
When you create an email marketing campaign, there are many ways to present your content, but you may wonder which way is best. Use our Multivariate Testing feature to see how small changes to your email campaigns impact subscriber engagement.
In this article, you'll learn how to create and edit a Multivariate campaign.
Multivariate campaigns are built in a series of steps, just like other email campaign types. If you haven't started building a Multivariate campaign yet, start at the beginning of these instructions. If you already started and saved your progress, skip to the step you want to work on.
To create a new Multivariate campaign, follow these steps.
On the first step of the campaign builder, choose the audience or segment you want to send your email campaign to. To send to a segment, configure a new segment on this screen, or choose a saved segment. We recommend you send combinations to at least 5,000 subscribers to make sure you receive the most useful data from your test.
You'll configure the elements you want to test on the Variables step.
To configure your variables, follow these steps.
During the test phase, you can convert to manual selection to choose the winner from the campaign report.
Depending on which variables you test, the Setup step will present multiple Email subject, From email address and name, and Subject line fields.
The Content step is where you add content for your email campaign. What you see on this step will vary if you choose to test content.
The Content setup page shows a preview for each variation of your email campaign content. To add content to each variation, follow these steps.
The Confirm step is where you'll review the combinations that make up your Multivariate campaign.
Account users with a Manager user level or higher will receive an email when a winner has been automatically chosen, or after four hours if you haven't yet picked a winner manually.
If you chose Manual Selection from the drop-down menu on the Variables step of the Campaign Builder, you'll be able to view the campaign report after the test combinations are sent, and choose the winner.
To manually choose a winner, follow these steps.
After you send your test with the choice to have the winner chosen by open rate, click rate, or total revenue, you may decide that you want to manually choose the winning combination instead.
To convert to manual selection after you sent your email campaign, follow these steps.
In the event that none of your recipients opens or clicks in any of your combinations, the final set of recipients will get the last combination by default. This could happen if your test sends to very few recipients.
If the same number of people click and open your combinations, the first combination will send to the remaining recipients.