A/B Testing with Squarespace Email Campaigns

Learning Objectives

• Set up and run A/B tests in Squarespace Email Campaigns
• Choose the right elements to test for meaningful results
• Interpret test results to improve email performance
• Apply insights to boost engagement and conversions

Introduction

Your email campaigns can perform better with some simple testing. A/B testing shows you which version of your email content gets better results. You might discover that changing a subject line boosts your open rate by 20%, or that a different call-to-action button colour increases clicks.

This chapter covers how to set up A/B tests in Squarespace Email Campaigns, what to test first, and how to read your results. By the end, you'll know how to make data-driven decisions that improve your email performance.

Lessons

Setting Up Your First A/B Test

A/B testing compares two versions of your email to see which performs better. Here's how to get started:

Step 1: Log into your Squarespace account and go to Marketing, then Email Campaigns.

Step 2: Choose an existing campaign or create a new one.

Step 3: Click the three dots menu and select 'A/B Test'.

Step 4: Pick what you want to test (subject line, content, or send time).

Step 5: Create your two versions. Keep everything else the same except the element you're testing.

Step 6: Choose what percentage of your audience gets each version (50/50 is standard).

Step 7: Set how long the test runs before sending the winning version to remaining subscribers.

Start simple with subject lines. They're easy to change and directly affect open rates. You can test more complex elements once you're comfortable with the process.

Choosing What to Test

Focus on elements that significantly impact your results:

Subject Lines
Test different lengths, tones, or approaches. Try "Your weekly update" against "3 tips inside" to see which your audience prefers.

Email Content
Compare different layouts, image placements, or text lengths. Keep the core message the same.

Call-to-Action Buttons
Test button text ("Shop Now" vs "Browse Collection"), colours, or placement within the email.

Send Times
Test sending at different times of day or days of the week to find when your audience is most active.

Only test one element at a time. If you change both the subject line and button colour, you won't know which change caused any difference in performance.

Reading Your Results

Once your test finishes, check these key metrics:

Open Rate: Shows how many people opened each version. Higher open rates usually mean better subject lines.

Click-Through Rate: Measures how many people clicked links in your email. This reflects how engaging your content is.

Conversion Rate: Tracks how many people completed your desired action (made a purchase, signed up, etc.).

Look for clear winners. If Version A has a 25% open rate and Version B has 18%, Version A is the clear winner. If the results are close (24% vs 22%), the difference might not be meaningful.

Check that you have enough data. Results from 50 opens aren't as reliable as results from 500 opens.

Applying Your Insights

Use what you learn to improve future campaigns:

If shorter subject lines performed better, keep future subject lines under 40 characters.

If emails with images at the top got more clicks, use that layout going forward.

If Tuesday sends outperformed Friday sends, schedule future campaigns for Tuesday.

Keep a record of what works. Build a list of winning elements to use as your starting point for future tests.

Practice

Create an A/B test for your next email campaign. Test two different subject lines for the same email content. After the test completes, note which version won and why you think it performed better. Apply this insight to your next campaign.

FAQs

How long should I run my A/B test?
Run tests long enough to get reliable data. For most lists, this means at least 1,000 total opens or 48 hours, whichever comes first. Larger lists can get reliable results faster.

What if my test shows no clear winner?
Close results often mean both versions work equally well. Pick one and move on to testing a different element. Sometimes the difference between versions is too small to matter.

How many people should get each test version?
Split your test audience 50/50 between versions. You can test on a portion of your list (like 30%) and send the winning version to the remaining 70%.

Can I test more than two versions?
Squarespace Email Campaigns supports A/B testing (two versions). If you want to test more options, run sequential tests with different elements.

Jargon Buster

A/B Testing: Comparing two versions of an email to see which performs better

Conversion Rate: The percentage of email recipients who complete your desired action

Click-Through Rate: The percentage of people who click a link in your email

Open Rate: The percentage of recipients who open your email

Statistical Significance: When test results are reliable enough to base decisions on, not just due to chance

Wrap-up

You now know how to set up A/B tests in Squarespace Email Campaigns and use the results to improve your email performance. Start with simple tests like subject lines, then move on to testing content and send times as you get more comfortable.

Regular testing helps you understand what your audience responds to. Small improvements add up over time, leading to better engagement and more conversions from your email campaigns.

Ready to dive deeper into email marketing? Check out our advanced courses at https://www.pixelhaze.academy/membership