A/B testing for emails in Zendesk | Community
Skip to main content

A/B testing for emails in Zendesk

  • June 30, 2025
  • 2 replies
  • 0 views
Growthdot

When sending support, sales, or marketing emails through Zendesk, it’s often hard to know which version will deliver the best results. To help with that, we’ve introduced A/B testing in the Proactive Campaigns app.

This new feature allows you to test two variations of an email on a portion of your audience and track which version performs better based on your selected success metric. Once the results are in, you can analyze the winning version and apply the insights to future campaigns.

The flow:

  1. Split your audience into A and B groups
  2. Set different subject lines or create two versions of your email
  3. Choose your success metric: open rate, click rate, or number of replies
  4. Monitor the results in real time and see the better-performing version

A/B testing is built directly into the Proactive Campaigns workflow, so everything happens right inside Zendesk.

It’s a simple way to improve the performance of your email campaigns and make data-backed decisions for better engagement.

    2 replies

    Ruben14
    • Ruben14
    • September 17, 2025

    Very cool to see A/B testing available natively in Proactive Campaigns. Running experiments directly inside Zendesk without exporting lists or juggling third-party tools can really speed up iteration.

     

    Being able to test on open rate vs click rate vs replies also gives flexibility depending on whether the goal is engagement or conversion.

     

    One tip: make sure the audience split is large enough to get meaningful results, otherwise you might see misleading winners. Also, if you’re syncing customer data from external systems into Zendesk, keeping that data accurate in real time helps ensure your test groups stay reliable, something we’ve seen solved effectively with two-way sync approaches

    (https://developer.zendesk.com/api-reference/apps/apps-support-api/introduction/)

     

    Curious if you plan to expand the feature to test more than two variants in the future, or keep it simple with classic A/B? Either way, this looks like a strong addition for anyone running regular outbound campaigns.

    Growthdot
    • Growthdot
    • Author
    • September 25, 2025

    Thank you for your feedback, @ruben14!

    You’re right, our main goal is to make Proactive Campaigns a versatile tool for email campaigns, all inside Zendesk, so you can run experiments without juggling external tools. 

    And thanks for your tips on audience size and data accuracy. These are crucial for getting meaningful results.

    As for testing more than two variants, we’re keeping it classic A/B for now, but if we see that more clients need multi-variant testing, we’ll definitely consider adding it.

     

     

    Terms & ConditionsCookie settingsAccessibility statement