Quick tipHow toMarketing Hub

A/B test a HubSpot marketing email: how the test split and winner work

An A/B test only helps if the test group is big enough and you pick the winning metric before sending.

Subscription
Marketing Hub Professional or Enterprise
Permissions
Marketing email access
Time
4 min · Intermediate
Last verified

Short answer

Click A/B test in the email editor to create a second version. In How many recipients should receive the A/B test, set a percentage. That share gets versions A and B; HubSpot's KB says all other recipients receive the winning version. Change one thing per test so you know what made the difference. It needs Marketing Hub Professional or Enterprise.

1. Where to start it

The A/B test button sits at the top right of the email editor in my demo portal.

Marketing email editor with an A/B test button and the Send to and Don't send to fields
A/B test (1) and the recipients summary (2).

2. Keep the test clean

  • One change per test: subject line, preview text, or a single block.
  • A small list split in half gives noisy results. Larger sends give clearer winners.
  • For subject-line ideas without a test, see the email Analyze tab.

3. Related

Pages have their own testing in adaptive page tests.

Sources

New field notes by email

One email when a new article publishes.

Still stuck?

If this did not fix it, the problem is probably specific to your setup. Book a call and we will look at it together.

Book a call with Sam