A/B tested nurture email path

Outcome. A nurture sequence randomly splits contacts between two email variants at a key step, so the team can measure which version performs better before committing to one for the rest of the audience.

Workflow map Enrollment, branches and actions at a glance lead-nurturing-044

flowchart TD
    A[On A/B test audience] --> B{Randomly split 50/50}
    B -- Path A --> C1[Set variant = A]
    C1 --> D1[Send: Variant A]
    B -- Path B --> C2[Set variant = B]
    C2 --> D2[Send: Variant B]
    D1 --> E[Delay 3 days]
    D2 --> E
    E --> F[Send: shared follow-up]
    F --> G[Set ab_test_nurture_completed = true]

When to use it, when not to

• UseUse when there is a genuine open question about which subject line, CTA, or content angle performs better, and enough enrollment volume to reach a meaningful sample size within a reasonable time.
• UseUse as a temporary structure: run the test, read the results, then simplify the workflow back down to a single winning path once a decision is made.
• SkipDo not use this for low-volume nurture tracks (under roughly 200 enrollments over the test period); the split will not produce a reliable read, and the added complexity is not worth it.
• SkipDo not test more than one variable at a time inside the same split (do not vary subject line and CTA and send time all at once); isolate the variable to know what actually drove the difference.