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A/B Test Your Emails

Not sure which subject line will get more opens? Wondering if a different call-to-action will get more clicks? A/B testing lets you try multiple versions and automatically send the winner to the rest of your audience.

How It Works​

  1. You create 2 or more variants of your email (different subjects, content, or sender names)
  2. Score CRM sends each variant to a small test group (e.g., 20% of your audience)
  3. After a waiting period, Score CRM picks the winner based on opens or clicks
  4. The winning version goes out to the remaining 80%

This way, most of your audience gets the best-performing version — and you learn what works for next time.

What You Can Test​

What to varyWhy test it
Subject lineThe biggest lever for open rates — even small changes can make a huge difference
Email contentTest different layouts, messaging, or calls-to-action
From name"Sarah from Acme" vs. "Acme Team" — the sender name affects trust and opens

You can test multiple fields at once. If you have 2 subjects and 2 content versions, Score CRM creates 4 variants (all combinations) and tests them all.

Setting It Up​

  1. In the campaign builder, enable A/B Testing
  2. Choose what to test (subject, content, or from name)
  3. Add your variants (at least 2)
  4. Set the test size — what percentage of your audience gets the test (we recommend 15-20%)
  5. Set the wait time — how long to collect data before picking a winner (2-4 hours is typical)
  6. Choose the winning metric — Open Rate or Click Rate

How Variants Are Distributed​

You have three options for how the test group is split:

Even Split (Random)​

Each variant gets an equal share of the test group. Simple and fair.

Weighted Split​

You control the percentage for each variant. Useful if you want to give a "safe" version more exposure:

  • Variant A (your usual style): 50%
  • Variant B (something new): 30%
  • Variant C (something bold): 20%

Smart Bandit​

An adaptive approach that shifts more sends toward variants that are performing well during the test. It balances trying all options with favoring early winners — so you get better overall results even during the test phase.

Picking the Winner​

After the wait time ends:

  • Score CRM compares each variant's open rate or click rate (whichever you chose)
  • The best-performing variant is sent to the remaining audience
  • If results are too close to call, Variant A is used as the default

Pick the winner yourself​

Don't want to wait for automatic selection? During the test phase:

  1. Go to your campaign's detail page
  2. Review the live performance for each variant
  3. Click Select Winner on the one you prefer

What You'll See in Reports​

After the campaign completes, the report includes:

  • Per-variant metrics — opens, clicks, and bounces broken down by variant
  • Heatmap — a visual matrix showing how each combination performed (especially useful when testing multiple fields)
  • Side-by-side comparison — clear view of which variant won and by how much

Quick Variations with Spintax​

For simpler experiments where you don't need test-then-send logic, use spintax directly in your subject or content:

Subject: {Save 20% Today|Limited Time Offer|Don't Miss This Deal}

Each recipient randomly gets one version. The difference from A/B testing: all versions go to the full audience immediately — there's no test phase or winner selection.

Tips for Better A/B Tests​

  • Test one thing at a time — if you change both the subject and the content, you won't know which one made the difference
  • Use enough people in the test group — 15-20% gives you meaningful data; 5% probably won't
  • Give it enough time — at least 2-4 hours for opens and clicks to come in
  • Make your variants meaningfully different — "20% Off Today" vs. "Save Big Today" is a real test; "20% Off Today" vs. "20% Off Today!" probably won't tell you much
  • Test regularly — one A/B test won't transform your email program, but consistent testing over time will