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A/B tested nurture email path

One of 565 written HubSpot workflow specs, by a collective of independent HubSpot consultants.

Professional

Seat pricing: Professional edition. To build it, a GTM Seat or an Ops Seat (an Ops Seat cannot create marketing emails or sequences). Per-hub plans: Marketing Hub Professional.

Contact8 stepsUpdated for HubSpot seat pricing
OutcomeA 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 maplead-nurturing-044
On A/B test audience leads to Randomly split 50/50. Randomly split 50/50 leads to Path A: Set variant = A; Path B: Set variant = B. Set variant = A leads to Send: Variant A. Send: Variant A leads to Delay 3 days. Set variant = B leads to Send: Variant B. Send: Variant B leads to Delay 3 days. Delay 3 days leads to Send: shared follow-up. Send: shared follow-up leads to Set ab_test_nurture_completed = true. Path A Path B On A/B test audience Randomly split 50/50 Set variant = A Set variant = B Send: Variant A Send: Variant B Delay 3 days Send: shared follow-up Set ab_test_nurture_completed = true
On A/B test audience leads to Randomly split 50/50. Randomly split 50/50 leads to Path A: Set variant = A; Path B: Set variant = B. Set variant = A leads to Send: Variant A. Send: Variant A leads to Delay 3 days. Set variant = B leads to Send: Variant B. Send: Variant B leads to Delay 3 days. Delay 3 days leads to Send: shared follow-up. Send: shared follow-up leads to Set ab_test_nurture_completed = true. Path A Path B On A/B test audience Randomly split 50/50 Set variant = A Set variant = B Send: Variant A Send: Variant B Delay 3 days Send: shared follow-up Set ab_test_nurture_completed = true

When to use it, when not to

Use it

  • Use 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.
  • Use 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.
Read more on when to use itShow less

Skip it

  • Do 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.
  • Do 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.
Read more on when to skip itShow less

The rest of this spec

Prerequisites · 4 items

Every property with its label, internal name, type and options, plus the assets the workflow needs.

Enrollment · 4 parts

The trigger, the criteria as ticked in the UI, the re-enrollment rule and the suppression list.

Steps · 8 numbered actions

Each action in order with its parameters, branches and delays.

Known pitfalls · 4

Traps seen in production, each with what breaks and what to do instead.

Test plan and UAT script · 3 cases, 3 variants

How to prove it works in a test portal, one case per branch, and a sign-off sheet.

Files · PDF, Markdown, JSON, CSV

The properties JSON creates the fields in one call. The workflow JSON documents the build.

Install · 1 click, switched off

The installer creates the properties and the workflow, switched off, then opens a task for what it cannot create. Nothing is deleted, enabled or enrolled.

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