Split tests (A/B testing) let you compare two or more broadcast variations to find which one performs best — and optionally send the winner to the rest of your audience automatically. You create test configurations under Campaigns → Split Tests, then schedule them under Actions → Schedule with Campaign Type set to Split Test.
When creating a split test you configure:
Broadcasts to compare — select two or more; each becomes a variation, sent in equal shares of the test audience.
Winning criteria — highest open rate or highest unique click-through rate.
Decision percentage — how much of the audience is used for testing. At 20%, the test goes to 20% and the remaining 80% can receive the winner; at 100%, everyone is split evenly and the winner is only recorded.
Wait duration — minutes, hours, days, or weeks before the winner is determined.
Action — just record the results, or send the winning broadcast to the leftover audience.
Worth knowing: test one variable at a time (subject line, CTA, layout) for clear results; allow 4–24 hours for open-rate tests and 24–48 hours for click-rate tests; smaller lists need a larger test percentage (50–100% under 1,000 contacts, down to 5–10% over 100,000); and a split test that is currently running or has already sent can no longer be edited.