No matter what type of business you have, A/B testing can be a great way to generate more engagement and revenue from your email. The idea behind A/B testing is simple: Send 2 different versions of an email campaign and find out how modest changes—like subject line, from name, content, or sending time—can have a big impact on your results.
Mailchimp research has shown that not only do A/B-tested campaigns lead to much better open and click rates than regular campaigns, they typically yield more revenue, too.
But not all A/B tests are created equal. The length of the test and the way you determine a winner play key roles in a test’s overall effectiveness.
Test what you’re trying to convert
Before you set up an A/B test, it’s important to decide the goal—and the intended outcome—of your campaign. There are plenty of possible reasons to choose one winning metric over another, but these 3 scenarios can give you an idea of how to pick a winner based on your goals:
- Drive traffic to your site. Perhaps you run a website or blog that generates revenue by hosting ads. In this type of situation, your winning metric should be clicks.
- Have subscribers read your email. Maybe you’re sending a newsletter that contains ads that pay out by the impression, or you’re simply disseminating information. In those instances, you should use opens to decide the winning email.
- Sell stuff from your connected store. If you’re using email to promote your newest and best-selling products or you’re testing different incentives to encourage shoppers to buy, you should use revenue as the winning metric.
Why does this matter? The table below shows the amount of time you should wait for each testing metric before you’ll be confident in the outcome, based on our research.

You’ll notice the optimal times are quite different for each metric, and we don’t want you to waste your time or choose a winner too soon! Now, let’s dig into the data to take a closer look at how we came up with our suggested wait times—and see why it’s so important to use the right winning metrics.
Clicks and opens don’t equal revenue
Since it takes longer to confidently determine a winner when you’re testing for revenue, you might be tempted to test for opens or clicks as a stand-in for revenue.
Unfortunately, we found that opens and clicks don’t predict revenue any better than a coin flip!
Even if one of the tests clearly emerges with a higher click rate, for example, you are as likely to select the test that generates more revenue as you are the test that generates less revenue, if you choose the winner based on clicks. It’s a similar story when trying to use open rates to predict the best revenue outcome. So, if it’s revenue you’re after, it’s best to take the extra time and test for it.

How long should you wait?
Mailchimp looked at almost 500,000 of their users’ A/B tests that had our recommended 5,000 subscribers per test to determine the best wait time for each winning metric (clicks, opens, and revenue). For each test, we took snapshots at different times and compared the winner at the time of the snapshot with the test’s all-time winner.

For each snapshot, we calculated the percentage of tests that correctly predicted the all-time winner. Here’s how the results shook out.
For opens, we found that wait times of 2 hours correctly predicted the all-time winner more than 80% of the time, and wait times of 12+ hours were correct over 90% of the time.
These are actually great ideas in concerning blogging. Janine Weston Helgeson
You are lucky as it should, but I am already unlucky. Rosina Emery Cheyne
I was reading through some of your articles on this site and I believe this web site is real informative! Continue putting up. Kellen Berk Seta
Thanks so much for the post. Much thanks again. Really Cool. Chanda Pennie Malamud
I would like to thank you for the efforts you have put in writing this web site. I am hoping the same high-grade website post from you in the upcoming as well. Actually your creative writing skills has inspired me to get my own site now. Really the blogging is spreading its wings rapidly. Your write up is a great example of it. Andrea Jody Cherish
Today, while I was at work, my sister stole my iphone and tested to see if it can survive a 25 foot drop, just so she can be a youtube sensation. My iPad is now destroyed and she has 83 views. I know this is entirely off topic but I had to share it with someone! Aeriel Matteo Annetta
that is the finish of this article. Right here youll come across some internet sites that we think you will enjoy, just click the hyperlinks over Jorie Haven Sterling
Only wanna remark on few general things, The website design is perfect, the content is really great : D. Madelina Thornie Petronella
Your point about asking for discounts is so important. I personally struggle with asking for discounts and deals, but I have been surprised how often asking gets me something. Tina Eward Helmer
how is my husband ever going to make us equal for me carrying our child in utero for 40 weeks?I took the trash and recycling out last night, so I think my wife and I are pretty much even. Okay, seriously: good point PPP. Tova Godard Meredeth
Hello. This article was extremely motivating, particularly because I was looking for thoughts on this subject last Saturday. Kalie Silvan Kunkle
Nice post. I learn something totally new and challenging on sites I stumbleupon on a daily basis. It will always be interesting to read content from other writers and practice something from other web sites. Adoree Fergus Nahamas
An intriguing discussion is definitely worth comment. I do believe that you need to publish more on this subject matter, it may not be a taboo subject but usually people do not talk about these topics. To the next! Kind regards!!| Marcella Nicol Faustina
Thanks-a-mundo for the article. Much thanks again. Really Cool. Kial Hayes Halfdan
Thank you ever so for you blog post. Much thanks again. Really Cool. Genny Worth Dalia
Paytm ka ek acha Add Money offer chal rha h.. On adding money to wallet, Rs. 555 ka cashback milega on nxt flight booking thru paytm app. Mercy Washington Weld
This is our favorite review ever! Thanks so much, Chris and Violette. Kyla Hailey Peggir
Thank you so much for your kind comments, threelittlefishes! Daniela Monty Slavin
Having read this I thought it was very informative. I appreciate you taking the time and energy to put this information together. I once again find myself spending way too much time both reading and leaving comments. But so what, it was still worthwhile! Dulcinea Jacques Salbu
Excellent blog! Do you have any helpful hints for aspiring writers? Alyda Thor Kristien
Hi, this weekend is fastidious in favor of me, for the reason that this occasion i am reading this great informative piece of writing here at my home. Daisy Levy Riesman
Hidden due to low comment rating. . Comel lagi pokemon yg nama Mew Two tu dari pasangan SENDU , duet banyak pegi la operate muka tu uolss . Poorly-rated. Nathalia Hazel Agretha
I generally do not leave discuss blog posts. It seems foolish to do so. However, I wished to take a minute to tell you that I discovered your article to be worthy of recommendation. The quantity of info that you consisted of in it is really excellent and it behaves to see that someone else is as interested in this subject as I am. Karole Jared MacNamara
Unser aufrichtiges Beileid entbietet Familie Mittelmayer Brigit Bevan Wesa
Great article. I am going through some of these issues as well.. Ludovika Brandtr Blakelee
You should be a part of a contest for one of the highest quality sites on the internet. I most certainly will recommend this site! Rosabelle Ewart Ailee
Hello there! I just wish to give you a huge thumbs up for your great information you have got right here on this post. I am coming back to your blog for more soon. Elyn Alberik Alten
What a information of un-ambiguity and preserveness of precious knowledge about unpredicted emotions. Elisabeth Eldon Niobe
Hi there to every one, the contents present at this web site are genuinely remarkable for people experience, well, keep up the nice work fellows. Wanda Eugenio Eshelman
Pellentesque tristique nisi justo. Mauris quis risus luctus, suscipit dui et, fermentum purus. Corny Rodrique Flem
Neat blog! Is your theme custom made or did you download it from somewhere? A design like yours with a few simple tweeks would really make my blog shine. Please let me know where you got your design. Bless you Anne-Corinne Kirby Kazmirci
After going over a few of the blog posts on your web site, I truly like your way of writing a blog. I saved as a favorite it to my bookmark site list and will be checking back soon. Take a look at my web site as well and tell me how you feel. Ella Vidovik Myron
WOW just what I was searching for. Came here by searching for top online booies Brittne Devlin Milburn
I think this is a real great blog post. Thanks Again. Fantastic. Sofie Grace Starbuck Olenka Marcellus Marybella
Pretty! This has been an incredibly wonderful article. Many thanks for providing this information.| Nickie Glenn Combs
Thanks for your marvelous posting! I genuinely enjoyed reading it, you might be a great author. Elianora Yardley Jaynell
Everything is very open with a very clear clarification of the challenges. It was really informative. Your website is extremely helpful. Thanks for sharing! Aurora Toddy Hussein
206243 101015Thanks for all your efforts that you have put in this. extremely fascinating info. 897917 Ansley Morie Baker
Hello, always i used to check weblog posts here early in the break of day, because i like to find out more and more.| Bella Jamison Albright
Very descriptive blog, I loved that a lot. Will there be a part 2?| Ellynn Wolfgang Hapte
You should take part in a contest for one of the greatest blogs on the net. I am going to highly recommend this site! Noellyn Elihu Rutherford
That is a good tip particularly to those new to the blogosphere. Brief but very precise information?Appreciate your sharing this one. A must read article! Tine Marchall Moyers
These sound like some wonderful ideas, it is great that it is so easy to travel these days and do something like blogger, but you need a light and easy to use. Eleni Morie Oby
wonderful issues altogether, you simply won a new reader. What may you suggest in regards to your put up that you simply made a few days in the past? Any certain? Malinda Ase Veleda
Water cup Indian run, run in a line with a cup of water passed front to back of line, last person run to the front, then repeat for 3miles. The team with the most water wins Isabelle Binky Toy
What could possibly happen if I took out the sugar entirely. Family has dumped sugar and the fruits involved seem like reasonably tasty sweetness. Please advise. I hate messing up my baked goods!! Corissa Wait Rosalynd
I am so grateful for your blog article.Thanks Again. Great.
Thanks for the good article, I hope you continue to work as well.
Thanks for the good article, I hope you continue to work as well.Спаситель на продажу
You can definitely see your skills in the work you write.
The arena hopes for even more passionate writers such as you who are not afraid to say how they believe.
Always go after your heart.
❤️ Alice sent you a HOT video! Click Here: http://bit.do/fSHAz ❤️
❤️ Alice want to meet you! Click Here: http://bit.do/fSJVK ❤️
❤️ Alice want to meet you! Click Here: http://bit.do/fSJV3 ❤️
Highly descriptive blog, I liked that bit. Will there be a part 2?
I used to be able to find good information from your blog articles.
What i do not understood is if truth be told how you’re now not
really a lot more well-favored than you might be right now.
You’re very intelligent. You know thus significantly in the
case of this matter, produced me individually believe it from so many numerous angles.
Its like women and men don’t seem to be involved unless
it is one thing to do with Woman gaga! Your individual
stuffs excellent. All the time care for it up!
Generally I do not read article on blogs, but I
wish to say that this write-up very pressured me to try and do so!
Your writing taste has been amazed me. Thank you, quite great article.
I do not even know how I ended up here, but I thought this post was great.
I don’t know who you are but certainly you are going to a famous blogger if you are not already 😉 Cheers!
Wow, wonderful blog structure! How long have you ever
been running a blog for? you make running a blog look easy.
The entire glance of your web site is excellent, let alone the content material!
I don’t know whether it’s just me or if everybody else experiencing issues with
your website. It looks like some of the written text on your
posts are running off the screen. Can somebody else
please provide feedback and let me know if this
is happening to them as well? This could be a problem with my browser because I’ve
had this happen previously. Cheers
I loved your blog.Really looking forward to read more. Great.
I have been searching everywhere a blog post like that forever with no luck.
I was trying to track down info like that forever.
Ahaa, its good conversation on the topic of this paragraph
at this place at this weblog, I have read
all that, so now me also commenting at this place.
Awesome website you have here but I was wondering if you knew of any forums
that cover the same topics discussed in this article? I’d really like to be a part
of group where I can get advice from other experienced people that share the same interest.
If you have any recommendations, please
let me know. Thanks a lot!