A/B testing (also called split testing) lets you compare two versions of your email to see which performs better. This is one of the most effective ways to improve your open rates and engagement over time.

When creating a campaign, you can enable A/B testing in the Compose step. Email | Govaio supports testing different subject lines, email content, or sender names. The most common test is subject line testing, which helps you discover what language and tone drives the most opens.

Here is how it works: You create two (or more) variants of your email, each with a different element you want to test. Email | Govaio sends each variant to a small, equal portion of your audience (the test group, typically 10-20% each). After a waiting period you choose (usually 2-4 hours), Email | Govaio measures the results and automatically sends the winning variant to the remaining audience.

The winning variant is determined by the metric you select: open rate for subject line tests, click rate for content tests, or reply rate for more advanced optimization. You can also choose to select the winner manually if you prefer to review the results yourself.

Best practices for A/B testing: Test only one variable at a time so you know exactly what caused the difference. Make sure your test group is large enough to produce statistically meaningful results, ideally at least 200 recipients per variant. Run tests consistently over time to build up insights about what works for your specific audience.

After the campaign completes, the report will show detailed results for each variant so you can apply your learnings to future campaigns.