Multivariate Test
Testing different versions of several email elements at the same time to find the best mix. Instead of changing only one thing, you compare full combinations to see which gets the most opens, clicks, or sales.
A multivariate test lets you change several parts of an email at the same time. You might test subject lines, images, and button text together. Each version is a different mix of those elements. You then compare how each version performs.
This type of test is helpful when you already have a solid email and want to fine tune it. Instead of running one small test after another, you run one bigger test and learn faster. It can reveal combinations that work well together, like a certain subject line with a specific image. That kind of detail is hard to see with simple A B tests.
Use multivariate tests only when you have a large list and a clear goal. They work best on important flows such as welcome series or cart recovery emails. Start with a few key elements rather than many small tweaks. Make sure you decide on one main metric like opens, clicks, or revenue before you send the test.
Related Terms
A/B Split Test(Split Test)
An A/B split test is when you send two versions of an email to different groups to see which one gets better results. You change one thing at a time and then pick the version that performs best.
Learn more →Send Time Optimization(STO)
A feature that chooses the best time to send each email based on when a person usually opens and clicks your messages.
Learn more →Unique Opens
Unique opens is the count of individual people who opened your email at least once. Each person is only counted one time, even if they open the same email many times.
Learn more →Version
A version is a specific saved state of an email or template. It lets you compare different drafts in tests and return to a known good setup if new changes do not work.
Learn more →