About Multivariate Campaigns
Test up to eight versions of your campaign. Learn how Multivariate Campaigns work and get ideas for your own tests.
Hey there! Free trials are available for Standard and Essentials plans. Start for free today.
Get the job done with a pro
From training to full-service marketing, our community of partners can help you make things happen.
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. First you'll create and name your campaign, then you'll choose your recipients, decide which variables to test, choose your setup, and add your content. Last, you'll confirm that everything looks good and send.
To create a new Multivariate campaign, follow these steps.
On the Recipients step of the campaign builder, choose the audience or segment you want to send your email campaign to. You can configure a new segment on this screen or choose a saved segment.
You'll configure the elements you want to test on the Variables step.
To watch this video, you need to accept Performance and Functionality Cookies.
For more info, check our cookie policy.
On the Variables step, you'll choose whether to test your subject line, From name, content, or send time. You can choose to test up to 3 variables at once.
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.
To choose your setup, follow these steps.
The Content step is where you add content for your campaign. What you see on this step will vary if you choose to test content.
To add content when your variable is subject line, From name, or send time, follow these steps.
If your variable is content, the Content step shows a preview for each variation.
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 and send them when ready.
To confirm and send your Multivariate campaign, follow these steps.
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.
Note
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 campaign, follow these steps.
Note
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.
Technical Support
Have a question?
Paid users can log in to access email and chat support.
Test up to eight versions of your campaign. Learn how Multivariate Campaigns work and get ideas for your own tests.