How do you A/B test within automated flows?

A/B testing in automation requires careful design for valid results:

Split mechanisms: Random percentage split at flow entry or before test point. Ensure even distribution across test variations. Maintain split assignment throughout the flow.

What to test: Subject lines for open rate impact. Content variations for click rates. Send timing for engagement optimization. Number of emails in sequence for conversion.

Statistical validity: Calculate required sample size before testing. Wait for statistical significance before declaring winners. Account for time-based variation in automation.

Implementation approaches: Built-in ESP A/B testing features. Manual splits using random assignment fields. Third-party testing tools integrated with automation.

Challenges unique to automation: Tests run over extended periods as triggers fire. Sample accumulates gradually rather than all at once. External factors may shift during long test periods.

A/B testing improves automation over time. But invalid tests lead to wrong conclusions.