Best Practices for A/B Testing Email Content in Workflows

Overview
A/B tests help you optimize subject lines, calls‑to‑action, or email copy by sending variants to a sample and automatically routing the winner to the rest.

Steps

1. In your workflow, add an A/B Test action at the desired step.

2. Create Variant A and Variant B emails—vary one element only (subject line, CTA button).

3. Select your sample size (e.g. 20% of leads) and the winner criteria (open rate or click rate).

4. Choose Time to Wait (e.g. 24 hours), then set the default email for the remaining 80%.

5. Save and Activate; Laywork will send variants, evaluate performance, and push the winner to the rest.

Tips

• Test one variable at a time to get meaningful results.

• Run tests with at least 100 leads per variant for statistical significance.

• Document test results and update your email templates accordingly.