A/B testing lets you send out different versions of an email to see which one performs best. Instead of guessing, you get real data on what drives opens, clicks, and conversions. Over time, A/B testing helps refine your strategy, boost engagement, and ensure every campaign delivers maximum impact.
What you can test
Subject line
Preview text
“From” name
Email template
Create a new A/B test campaign
In the left sidebar, click Email campaigns > + New email campaign.
Select A/B test campaign.
Choose your recipients.
Pro tip: For meaningful results, aim for at least 5,000 recipients.
Set your campaign name and send time.
Choose the engagement levels you want to measure.
Configure your first variant.
Configure your first variant
For each variant, you can adjust:
Variant name (internal only)
“From” name and prefix of your “From” email address
Subject line
Preview text
Pro tip: Change only one element at a time. If you adjust too many variables, you won’t know which change influenced performance.
In the next step:
Select and customize your email template.
Hive automatically copies this template to your second variant.
Make adjustments as needed to test template-specific variables.
Review your Deliverability rating for optimization suggestions.
Click Save & add variant when ready.
Add additional variants
After creating your first variant, click + Add variant.
Hive copies the campaign details to your new variant so you don’t have to start from scratch.
Repeat the process to create more than two variants if you’d like to test additional elements.
Review and send
Once your variants are ready:
Review your campaign and all variants.
Choose one of the following:
Confirm & send campaign — send immediately
Confirm & schedule campaign — send at a future date and time
Save as draft — finish later
View your A/B test results
After sending, click into the campaign to see results for all variants.
Variants are stacked together for an easy side-by-side comparison.
A summary view shows performance across all sends.
To dive deeper into a specific variant, click its name to open a detailed dashboard with a full breakdown.