A/B Testing: 6 best practices to boost your Marketing Automation

A/B tests are among the most powerful tools in a marketer’s hands — they allow you to make decisions based on data, not intuition. But are you really leveraging their full potential? Here are six best practices to help you test more effectively — from individual messages to entire automated flows.

1. Test only one element at a time

In each test, change only one specific element — for example, the subject line, the CTA, the send time, or the visuals. Only then can you clearly determine what actually influenced the outcome.

✅ Example: If you change both the subject line and the graphic in an email at the same time, you won’t know which had the greater impact.

👉 Check out our guide on how to set up A/B tests in email messages with ExpertSender: A/B Testing in Email Messages.

2. Focus on elements that can truly affect results

Concentrate on key elements that have a real impact on conversion — such as the headline, CTA button, subject line, or send time. Testing marginal changes (e.g., background color) often won’t deliver meaningful insights.

3. Consider sample size and test duration

Too small a sample = unreliable results. Too short a test = skewed data. Plan your test so it has a statistically valid foundation — use sample size calculators and run your experiments for a sufficient period (e.g., 3–7 days, depending on traffic).

4. Don’t change test settings midway

Once the test has started — don’t tweak it! Adjusting variables “on the fly” distorts results and undermines credibility. Treat each test like a scientific experiment — avoid interfering while it’s running.

5. Define the right test goal

Before launching a test, specify exactly which success metric you are measuring: open rate, CTR, conversions? Make sure your tool can accurately track and report this.

6. Test entire flows, not just single elements

Once you’ve mastered the basics, move on to testing full automation workflows: different message sequences, varied content depending on segments, or alternative funnel entry points. This provides much deeper insight into what truly works in the long run.

✍️ Summary
A/B tests are not a “marketing gimmick” but a data-driven method that helps you deliberately improve communication and increase campaign performance. In marketing automation, they’re especially powerful — provided they’re well planned.

Start with the basics, test thoughtfully, analyze results — and draw conclusions that genuinely impact sales.

💡 Want to implement A/B testing in your marketing automation but don’t know where to start?
Or maybe you already run campaigns that could use optimization?

Get in touch with us — we’ll help you design effective tests, interpret results, and maximize their value.

📩 Write to us or book a demo: https://expertsender.com/demo/