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Comparing campaign variants

In Sendigram, you can create and analyze different variants of a campaign — such as subject lines, content layouts, or send times. Comparing variants helps you discover what resonates best with your audience and continuously improve results.

1. What Are Campaign Variants?

  • Variants are alternative versions of a campaign created for testing
  • Common variant types include:
    • Subject lines (e.g., "Sale ends today" vs. "Last chance: 20% off")
    • Content layouts (e.g., image-heavy vs. text-focused)
    • Call-to-action (CTA) styles (e.g., button vs. text link)
    • Send times (morning vs. afternoon)

2. Creating Campaign Variants

  1. Start a new campaign or duplicate an existing one
  2. In the General or Email Template block, make your variation (e.g., new subject line, modified design)
  3. Save as a variant instead of overwriting the original
  4. Schedule or send the variants to test groups of your audience

3. Comparing Variant Results

  1. After sending, go to Statistics → General metrics
  2. Click the Compare report button in the upper-right corner of the page
  3. Select the type of data you want to compare
    • Campaign
    • Period
    • Contacts
    • Contact attributes
  4. Review side-by-side stats—you could also choose the metrics you want to see by clicking the Metrics button in the upper-right corner:
    • Sent / Delivered
    • Open rate
    • Click rate
    • Click-to-open rate (CTOR)
    • Unsubscribes
    • Spam complaints
  5. Identify which version performed better for your chosen goal (e.g., opens, clicks, conversions)

4. Choosing a Winning Variant

  • For subject line tests, focus on open rate
  • For content or CTA tests, focus on click rate or CTOR
  • For conversion-focused campaigns, check tracking (e.g., sales, sign-ups) through UTM data in analytics tools

Once a winner is identified, you can:

  • Apply the winning version to the rest of your audience (if testing on a sample)
  • Save it as a template for future use

5. Best Practices

  • Test one element at a time — otherwise, you won't know what caused the difference
  • Use a large enough audience sample to make results statistically meaningful
  • Don't rely on a single test — repeat across multiple campaigns to confirm trends
  • Document learnings in your marketing playbook for future campaigns
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