How to A/B Test Your HubSpot Sequences

HubSpot's A/B testing feature for sequences allows you to test different email versions to see which one performs better.

Here's a quick 5-step guide on how to set up and use A/B testing in your HubSpot sequences:

Don't have time to read? Watch the video at the bottom of the page instead.

Step 1: Create a New Sequence

1. Go to the Sequences tool in HubSpot.
2. Select Create Sequence to start a new sequence from scratch.
3. Add your desired pre-made automated email templates to the sequence, and fill it out with any other actions you need such as calling tasks.

Step 2: Add A/B Testing to the Sequence

1. At the bottom of the email you've added you'll see an A/B box.
2. Check the box for A/B test to enable testing.
3. This will prompt you to add another versions of the email (e.g., different subject lines, body content, or CTAs) that you want to test.
4. Reminder: Make sure the toggle is turned on for both emails. 

Step 3: Send

Press save and enrol your contacts.

Just remember, HubSpot will need at least 100 contacts to enable A/B testing.

Step 4: Analyse Test Results

Once the sequence runs for a while, go to the Analyse tab in the sequence settings.

Review the performance metrics (open rates, click-through rates, etc.) to see which version performed better. 

Step 5: Apply Learnings to a Dynamic Sequence

 

Based on the winning email variant, build a dynamic sequence with the optimized email version.

Bonus Tip:

• Test Marketing Copy: A/B testing in sequences isn't just for sales emails; it’s also a great way to refine your marketing messages and copy.

By integrating A/B testing into your sequences, you can fine-tune your outreach strategy and improve overall engagement.

 

Author: Chris Grant

Sales Service and CRM Implementation Consultant