All Collections
E-mails
Design of an email
F.A.Q. A/B tests
Will profiles that received the losing variant again receive the winning variant?
Will profiles that received the losing variant again receive the winning variant?

Here I explain what variants your customers get with an A/B test.

Carola avatar
Written by Carola
Updated over a week ago

The answer to this is short: no. This is simply impossible. This is because with an A/B test you have 3 target groups:

  • The target group that gets variant A

  • The target group that gets variant B

  • The remaining target group that gets the winning variant

If in this situation, variant B wins, then your customers who receive variant A (the losing variant) will not receive variant B. Your customer would otherwise receive an (almost) identical newsletter twice in one day. And that's not the intention.

Did this answer your question?