A/B testing in SalesTarget helps you figure out which version of your email works better — without guessing.
SalesTarget sends two versions of the same email to different leads, measures performance using the metric you choose, and automatically continues with the better-performing variant.
This article covers everything you need to know about how A/B testing works inside a campaign.
What Can You A/B Test?
You can create two variants in a campaign step and test:
- Subject lines
- Email content
- Subject line + email content together
Each step in your campaign allows only 2 variants. This limit keeps results clear and statistically reliable.
How Traffic Is Split
SalesTarget automatically splits leads 50/50 between the two variants. Here is an example with 200 total leads:
Step 1 — Testing Phase (first 100 leads)
- 50 leads → Variant A
- 50 leads → Variant B
Step 2 — Winner Phase (remaining 100 leads)
- All remaining leads receive only the winning variant
You do not need to configure the split manually — it is handled automatically.
How the Winner Is Chosen
Before starting the test, you choose one metric to determine the winner:
- Open Rate — Best for testing subject lines
- Reply Rate — Best for testing email content
- Click Rate — Best for emails with links
SalesTarget compares both variants using the selected metric and automatically selects the winner. No manual action required.
Minimum Sample Size
The test always uses 50% of your total leads. This ensures the result is statistically meaningful and not skewed by a small sample.
You do not need to configure this — it is handled automatically. This is also why A/B testing works best with larger lead lists. Avoid testing with very small lists where results may not be reliable.
What Happens After a Winner Is Selected?
Once a winner is chosen:
- The losing variant is disabled automatically
- The winning variant continues for all remaining leads
- Any future leads added to the campaign also receive the winning variant
No manual action is required from you at any point in this process.
Important Rules to Know
- Only 2 variants are allowed per step
- A/B testing runs once per step
- You cannot add more variants after the test has started
- Editing variants during the test is not recommended, as it can affect result accuracy
- Winner selection is fully automatic — manual override is not available
Best Practices
- Test one change at a time — either subject line or content, not both at once, when possible
- Use Open Rate when testing subject lines
- Use Reply Rate when testing email body content
- Use Click Rate only for emails that include links you want leads to click
- Avoid A/B testing with very small lead lists — results can be unreliable
FAQ
How many variants can I create in one step?
Up to 2 variants per step. This keeps test results clear and reliable.
How is traffic split between variants?
Traffic is split 50/50 automatically. The first 50% of your leads are used for the testing phase.
Can I manually select or change the winner?
No. Winner selection is fully automatic to ensure unbiased and accurate results.
Which metric should I choose?
Open Rate for subject lines, Reply Rate for email content, Click Rate for emails with links.
Summary
A/B testing in SalesTarget is fully automatic and simple to set up. You create two variants, choose a metric, and SalesTarget handles everything else — splitting traffic, measuring results, selecting the winner, and continuing with the best-performing variant.
- 2 variants per step, 50/50 split automatically
- Winner selected based on open rate, reply rate, or click rate
- Losing variant disabled, winning variant continues for all remaining leads
- No manual action needed at any stage
Ready to Run Smarter Campaigns?
Use A/B testing in SalesTarget to find the subject lines and messages that actually get replies — automatically.
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