1. Define Your Job Function Segments Clearly
Break down your email list into distinct job functions (e.g., Marketing, IT, Finance, HR).
Optionally, sub-segment further by seniority (e.g., Manager vs. Director).
2. Identify Variables to Test
For each job function, choose one or more elements to A/B test. Examples include:
Variable Examples Why It Matters for Job Functions
Subject Line Outcome-focused vs. curiosity Different Coinbase Database functions respond to different triggers
Email Body Copy Strategic vs. tactical messaging Execs prefer strategy; managers want how-to tips
Call to Action Demo request vs. download guide Functions may prefer different CTAs
Visuals & Layout Minimalist vs. detailed Tech roles may want more data; marketing more creative
Send Time Weekday mornings vs. afternoons Job function schedules vary
3. Develop Hypotheses per Segment
Before testing, hypothesize how each function might respond differently. Example:
Marketing managers might engage more with creative, benefits-driven subject lines.
IT professionals might respond better to security and compliance-focused content.
4. Design Parallel Campaigns
Create two versions (A & B) of your email.
Send each version to a randomized subset within each job function segment.
Ensure sample sizes are statistically meaningful for each segment.
5. Track Metrics by Job Function
Key metrics to monitor:
Open rates
Click-through rates (CTR)
Reply rates
Conversion rates (demo sign-ups, downloads, etc.)
Compare results within and across segments.
6. Analyze & Iterate
Identify which variant performs better per job function.
Look for trends (e.g., certain CTAs winning in Finance but not in HR).
Use learnings to refine future campaigns, potentially rolling out winning variants broadly.
7. Combine with Behavioral Data
Layer in engagement data like website visits or content downloads to segment further.
Test messaging for “cold” vs. “warm” job function contacts.
8. Leverage Automation Platforms
Use tools like HubSpot, Marketo, or Outreach that support:
Segmented lists by job function
Automated A/B testing workflows
Detailed reporting by segment
Best Practices Summary
Step Tip
Segment thoughtfully More granular = better targeting
Test one variable at a time Avoid confounding results
Use clear, measurable goals Define success upfront
Respect sample size Ensure statistical significance
Iterate continuously A/B testing is an ongoing optimization process