If you’re sending outbound messages and not A/B testing, you’re flying blind. But if you’re just A/B testing and not paying attention to how you set it up, you’re probably wasting time. This guide is for anyone who wants to get real, actionable results from A/B testing their outbound messages—specifically if you’re using Outboundsync. No jargon, no “growth hack” magic—just what actually works.
1. Why bother with A/B testing for outbound messages?
Look, most outbound messaging fails. People ignore emails, delete texts, block you on LinkedIn—the works. A/B testing is your way to find out what actually gets through. But it’s easy to get lost in the weeds or measure the wrong stuff. The trick isn’t just running a test, but running ones that give you answers you can use.
A/B testing helps you: - Prove what gets responses (not just opens or clicks) - Avoid “gut feeling” decisions - Fine-tune subject lines, body copy, CTAs, timing, and more
But don’t expect miracles. A/B testing won’t fix a bad offer or a lousy list. It just helps you send better messages, one step at a time.
2. Prep work: Get your ducks in a row
Before you even think about splitting traffic, get these basics right:
a. Clean your contact list.
Garbage in, garbage out. Make sure you’re not testing on dead emails or spam traps.
b. Define your real goal.
Don’t just test for opens—test for replies, booked calls, or whatever actually matters for your business.
c. Have a clear hypothesis.
Example: “Will a short subject line get more replies than a long one?” Not: “Let’s try some random stuff and see what happens.”
d. Make sure you’ve got enough volume.
If you only have 50 contacts, don’t expect to find a winner. You need enough sends to get meaningful results (typically a few hundred per variant, minimum).
3. Setting up your first A/B test in Outboundsync
The good news: Outboundsync makes it pretty painless, but you still need to know what you’re doing. Here’s how to set up a test that actually tells you something.
Step 1: Pick your variable
Don’t test everything at once. Pick one thing to test: - Subject line - Opening sentence - Call to action - Send time
Pro tip: Subject lines and CTAs usually move the needle most. Don’t mess with five variables at once, or you’ll never know what worked.
Step 2: Create your variants
Let’s say you’re testing subject lines. You’ll need: - Variant A: “Quick Question” - Variant B: “Can we talk about your hiring plans?”
Keep everything else the same. If you change the body and the subject, the results are useless.
Step 3: Set up the test in Outboundsync
- Log in and go to your outbound campaign.
- Click “Add A/B Test.”
- Select your variable. Outboundsync will prompt you to choose what you’re testing.
- Enter your variants.
- Set your split. 50/50 is standard, but if you’re running more than two variants, choose an even split across them.
- Choose your sample size or let Outboundsync auto-assign. If your list is big enough, Outboundsync can handle this automatically.
Watch out: Don’t “peek” at results and switch the winner too early. That’s how you get false positives.
Step 4: Launch and let it run
Hit send. Now the hard part: wait. Don’t end the test after 10 minutes because you’re impatient. Give it enough time and volume—at least a few days, or until you hit a statistically meaningful number of responses.
4. Measuring results: What actually matters
Too many folks get excited about open rates and ignore what’s important. Here’s the real deal:
- Replies, booked meetings, or conversions are king.
- Open rates can be faked by spam filters or image preloads—don’t trust them fully.
- Clicks matter only if they lead to more action (e.g., a Calendly booking).
In Outboundsync:
Check your reporting dashboard. Filter by your actual goal metric—usually replies or conversions. Outboundsync will show you how each variant performed, but you need to choose what success means.
Don’t chase false wins: If Variant A gets more opens but fewer replies, don’t crown it the winner.
5. Making sense of the data (without fooling yourself)
Here’s where most people mess up:
- Small sample sizes: If you only got 3 replies, you don’t have a winner. Wait for real data.
- Random flukes: One big deal coming in on Variant B doesn’t mean B is “the best.” Look at overall rates, not just raw numbers.
- Statistical significance: Outboundsync will flag when a result is “statistically significant.” Pay attention, but don’t treat it as gospel—think of it as a green light to roll out the winner, not proof you’ve found a magic bullet.
Pro tip: If in doubt, run the test again. If you get the same winner, you’re probably onto something.
6. Rolling out the winner (and what to do next)
Once you’ve got a clear winner, update your campaign in Outboundsync to use that variant for everyone. But don’t stop testing—what works today might not work next month.
Best practice:
- Test one thing at a time.
- Keep a log of what you tested and what worked.
- Rinse and repeat.
What to ignore:
- Tiny improvements (<1%) aren’t worth fussing over.
- Vanity metrics (opens, clicks with no next step).
- Testing stuff you can’t act on (e.g., your legal disclaimer).
7. Common screw-ups to avoid
A/B testing isn’t magic. Here are the usual ways people mess it up:
- Testing too many variants at once. You’ll just confuse yourself.
- Changing the test mid-flight. Don’t tweak copy or add contacts halfway through.
- Not segmenting by audience. What works for one industry or persona might flop for another.
- Ending the test too early. Again: patience pays off.
8. Pro tips for ongoing optimization
- Build a “winner’s vault.” Save your best-performing variants for future use.
- Rotate in new ideas, but don’t reinvent the wheel every week. Sometimes the basics just work.
- Benchmark against yourself, not someone else’s case study. Your audience is unique.
- Ask for feedback. Sometimes a quick customer call reveals why a message flopped.
Keep it simple, keep shipping
A/B testing in Outboundsync isn’t rocket science, but it does take some discipline. Don’t overthink it: test one thing, use the data, make a change, and move on. The real results come from steady, small wins—not chasing after the “perfect” message. Stay curious, keep iterating, and don’t let the hype distract you from what matters: sending messages that actually get answered.