A/B Testing Your Campaigns

How to set up A/B tests and identify the winning variant.

A/B testing lets you run two versions of your campaign simultaneously to find out which copy, subject line, or angle performs better. Mail Maya handles the lead split and tracking automatically.

Enabling A/B testing

In the campaign builder, toggle on A/B Testing. You will then see two tabs for each email step — Variant A and Variant B. Write different versions of your email in each tab.

The split ratio

Set the split ratio to control what percentage of leads receive each variant. A 50/50 split is the standard for clean testing. You can adjust this — for example, 70/30 if you want to test a new approach more conservatively.

How leads are assigned

When you add leads to an A/B campaign, Mail Maya randomly assigns each lead to Variant A or Variant B according to your split ratio. Each lead receives only one variant throughout the entire sequence.

Viewing results

In the campaign builder's Review step, the A/B analytics panel shows per-variant performance. Mail Maya will indicate which variant is the winner based on the results.

Tip: Test one thing at a time — either the subject line or the body, not both at once. If you change multiple things between variants, you will not know which change caused the difference.