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A/B testing lets you compare different versions of your emails to find what works best. LTV.ai makes it easy to test subject lines, content, send times, and more.

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What You Can Test

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How A/B Testing Works

1

Create variants

When building a campaign, click Add A/B Test. Create two or more variants — you can let AI generate them or write them manually.
2

Set traffic split

Choose how to divide your audience between variants. Common splits:
  • 50/50 — equal distribution for clear comparison
  • 70/30 — test a variation against your control
  • 33/33/33 — test three variants simultaneously
3

Define success metric

Choose what you’re optimizing for:
  • Open rate — best for subject line tests
  • Click rate — best for content and CTA tests
  • Conversion rate — best for overall effectiveness
4

Send and monitor

Send the campaign. LTV.ai tracks performance for each variant in real time.
5

Review results

Once enough data is collected, LTV.ai shows you the winning variant with statistical confidence. You can apply the winner to future campaigns.

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Best Practices

Test one thing at a time. If you change both the subject line and the email body, you won’t know which change caused the difference in performance.
  • Give tests enough time — allow at least 3-5 days for meaningful data
  • Use a large enough audience — tests work best with 1,000+ recipients per variant
  • Test subject lines first — they have the biggest impact on overall performance
  • Iterate — use winning variants as the starting point for your next test

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Viewing Results

A/B test results are available in your campaign analytics: The winning variant is highlighted automatically.