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How to A/B Test Subject Lines and CTAs in Your Campaigns
A/B testing is a proven method to improve outbound performance by identifying what messaging actually works. Rather than relying on assumptions, testing helps you determine which subject lines or calls-to-action (CTAs) drive the highest engagement and replies. The goal is to isolate one variable at a time to optimize campaigns with confidence.
Step 1: Choose What to Test
Before running a test, clearly define the variable you want to experiment with. Focus on changing one element per test to ensure reliable results.
Common examples include:
Subject Line:
Example A – “Quick Question”
Example B – “Following Up on Last Week”CTA:
Example A – “Let me know if this is interesting”
Example B – “Can we find 15 minutes to discuss next week?”Email Opening Line:
Example A – Personalized hook
Example B – Direct ask
Step 2: Duplicate the Original Campaign
To properly test a variation, you’ll need to duplicate your existing campaign and adjust only the variable being tested.
Follow these steps:
Navigate to the Campaigns tab.
Locate the campaign you want to test.
Click the three-dot Actions menu to the right.
Select "Duplicate" from the dropdown.
Rename the duplicated campaign to reflect what’s being tested (e.g., "CTA Test – Direct Ask").
Edit the duplicated campaign and update the subject line, CTA, or message intro based on your test.
Launch both campaigns with the same settings: audience size, timing, rep assignment, and outreach sequence.
This ensures that the only difference between the campaigns is the variable you are testing.
Step 3: Measure Performance
Once the campaigns are live, use the Campaign Performance Dashboard to monitor results. Key metrics to track include:
Potential Prospects – the total number of leads identified.
Contacted Prospects – the number of prospects reached via email or LinkedIn.
Engagement Rate – the percentage of contacted prospects who opened, clicked, or accepted a connection request.
Reply Rate – the percentage of contacted prospects who responded.
Bounce Rate – the percentage of emails that were not successfully delivered.
You can also filter results by individual rep or by specific time periods using the dashboard filters at the top.
Step 4: Determine the Winning Variation
Allow each campaign enough time to gather meaningful data. Once sufficient volume has been reached, compare the reply rate and engagement rate across the two campaigns.
The campaign that outperforms the other—while holding all other variables constant—is the version you should consider standardizing for future outreach.