Feature Spotlight: A/B Testing

manage variations

A/B Testing has always been one of Klaviyo’s core features. Unlike other email service providers, we include A/B Testing in all of our accounts, regardless of size, and for no additional fee. We also offer advanced analytics for each variation of your campaigns, so you can drill down deep to see how your tests fared. It is one of our most-utilized features, and for good reason — A/B Testing has proven to be effective in generating a ton of revenue for companies. Hundreds of our customers have A/B tested at least one campaign in the past thirty days alone, which is why we want to make sure you’re getting the most out of this feature.

In fact, our A/B Testing feature doesn’t just offer A/B testing. It offers multivariate testing, too. You may test up to five different versions of the same email (“A/B/C/D/E Testing” was too much of a mouthful), which gives you plenty of opportunity to find the best combination. Every component of these emails can be altered to suit your testing needs, from subject line to readable label to content. 

What to Test

  • Subject Lines: When testing subject lines, it makes the most sense to determine the winning campaign by open rate. Testing several different types of subject lines — witty or straightforward or somewhere in between — can be a great way to gauge the tone your audience is most receptive to.
  • Readable Label: Like subject lines, the most logical way to determine the winner of these tests is by open rate. You may choose to test a full name versus a first name and your company’s name, like in the example above, to see which yields a higher open rate.
  • Content: If you’re testing the content of a campaign, we advise you to determine the winner by unique clicks. Link placement is great to test, since it gives you insight into where your audience is most likely to click and what they are most likely to read. This, in turn, can help you determine the best length and layout for your emails. Our click maps can help you determine this retroactively, but A/B testing allows you do it in real-time.

(Note: make sure you’re only testing one variable at a time, otherwise results may be skewed).

How Klaviyo’s Customers Use A/B Testing

Customers like Huckberry and many others use our A/B Testing feature to optimize conversions in their newsletters.


In fact, tons of Klaviyo customers use our A/B Testing feature to experiment with two, three, or even four different subject lines.

Many have also increased revenue by testing the content of emails. Here’s an example of one of Chubbies’ newsletters, in which one variation is image-heavy and the other is text-heavy:

The written content is the same, but the layout is starkly different. (If you’re wondering, the text-heavy email, which is much shorter, was chosen as the winner).

What’s to Come for A/B Testing

We’re always looking to enhance our features, and currently we are working on adding different criteria to determine the winner of an A/B test.

How do you use our A/B Testing feature? What are some enhancements you’d like to see? Let us know in the comments.


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