How to perform an A/B Test in Pardot Engagement Studio

Why A/B Testing Matters in Pardot Engagement Studio

A/B testing is one of the simplest ways to improve email marketing performance. By testing different subject lines, content or calls to action, marketers can better understand what resonates with their audience and use those insights to improve future campaigns.

But can you run an A/B test within Pardot Engagement Studio?

While it might not be immediately obvious, it’s possible to set up an A/B test using dynamic lists and Engagement Studio workflows, allowing you to compare email performance before sending the winning version to your wider audience.

In this guide, we’ll walk you through how to set up an A/B test in Pardot Engagement Studio, step by step.

Lists

Create a dynamic list to pull in all your Prospects you want in this program. If you have static lists, you can use these as a rule in your dynamic list.

Once you have sorted your rules and run the list. In the top right you will notice a ‘Split’ button.

For this test, I have used 10% of my data so I want 90% to receive the winner.

Engagement studio set up

Now that we have sorted our lists, we can create our Engagement Studio. The recipient list will be our Dynamic list we created.

The above screen shot of an engagement studio will show you what it could look like, if it was a one-off send. You could continue the journey for prospects if you wished.

The first rule is checking to see if they are in our test list one, if yes they get our test email template 1. No, we then ask if they are in our test list 2.

If Yes we send them our test email 2.The remainder will wait at a send step (far left hand side), which is set to to 100 days. After 7 days come back to the studio and pause it. In the reports you can check your trigger percentages to see which one has won.

Now change the email template to the winning template in our email send and change to send immediately.

If you restart the studio 90% of your list will now get the winning template.

Struggling to make the most out of your Pardot instance? get in touch with one of our consultants below to see how Clevertouch can help.

Get more from your Pardot campaigns

A/B testing is just one way to improve your email marketing performance. From optimising Engagement Studio programmes to refining your wider marketing automation strategy, there are plenty of opportunities to make your existing technology work harder.

At Clevertouch, we help organisations get more value from Salesforce Marketing Cloud Account Engagement (formerly Pardot), improving campaign performance, streamlining processes and making marketing automation more effective.

Looking to get more from your Pardot investment? Get in touch with our team to see how we can help.

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