A/B test with multiple email variants

Variants let you send two or more versions of the same step and compare which gets more replies. OutreachFox rotates variants across contacts in that step; you keep the winner and drop the rest.

Steps

1. Open the campaign where you want to add variants.

1. Click the started email (step 1) in the sequence. Variant A is already there.

1. Click New Variant. A B variant is created; write its subject and body.

1. Click New Variant again to add C, and so on, as many as you need.

1. Click Save on each variant.
2. Repeat in any other sequence step where you want to test alternatives.

What you see afterwards: the step shows tabs A, B, C… Campaign reporting breaks down sent, opened and replied per variant so you can compare.

Tips

• Test one thing at a time: subject line, opener or call to action. If B differs from A in five ways you will not know what caused the difference.
• Two variants per step is usually enough. Each extra variant needs more sends before the result is meaningful; aim for at least 200–300 sends per variant before judging.
• Judge on reply rate (and positive-reply rate), not open rate. Open tracking is unreliable with Apple Mail Privacy and image-blocking clients.
• Once a winner is clear, delete the losing variant so 100% of new contacts get the better copy.
• Step 1 is where variants matter most; follow-up variants rarely move results.

Troubleshooting

• Variant B never sends — check it was saved; an unsaved variant shows an empty body and is skipped.
• Uneven split — rotation is per contact as they enter the step, so counts even out over time; small samples look uneven.

Related articles

• Add follow-up steps and delays to an email sequence
• Spintext: randomise phrases so no two emails are identical
• Personalise, check spam words and preview before you save
• Campaign analytics