E10: How to Run A/B Email Testing on the Campaign Canvas

A/B testing is a key best practice to help you improve your email engagement rates. You execute an A/B test by comparing a test email, changing only one variable such as subject line, against your baseline email to determine which version drives the best results. Our recommendation is to carve off 10% from your initial Segment to use for the A/B test, and then splitting that portion in half, one half to receive the baseline, and the other the test. After determining the "winner", you send that email to the remaining 90% of the initial list.

For Eloqua10 users, there is capability to run an A/B test in Program Builder, but since you're sending emails, we recommend you use the Campaign Canvas. This article provides step-by-step instructions to create and use a Campaign Template for your A/B testing.