AB Testing on Campaigns

AB Testing is a powerful tool that allows you to evaluate the most effective mix of factors for engaging with your audience. By alternating delivery times, copy, images and more, you can zero in on the best way to drive towards your KPI's.


  • Message copy
  • Day of the week and time of send
  • Discount offer %
  • Image in message


Each of the segment groups (A/B/C/D) are all 25% randomly generated sample for every AB test. Please make sure you're running your experiments on enough subscribers to make good decisions. More on statistical significance here.

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Scenario: I lead SMS marketing at an ecommerce company and want to maximize my CTR on my campaigns. I’m not sure which message copy will perform best.

Two options to test:

  1. Mercer and Main: Checkout our new arrivals and take advantage with 10% off your next order! https://mercerandmain.com/
  2. Mercer and Main: Checkout our new shirts that just got back in stock! https://mercerandmain.com/

Results and Next Step:

Let’s say my CTR for option 1 is 20% and CTR for option 2 is 25% after I sent it to groups A/B (50% of my overall audience). Since option 2 performed better, I can now send that message version to the rest of my subscriber groups C/D (the other 50% of my overall audience)