Why do A/B tests have two emails in the same day?

A/B testing allows you to test multiple subject line variations and optimize the performance of your emails. 

At random, a portion of your subscribers will be sent one of the subject line variations at the scheduled time of publishing. At the conclusion of the test period, the remainder of your subscribers will receive the email with the subject line that performed the best.



If you are publishing to both web and email, the post will be available on web at the beginning of the test period (i.e. the original publishing time).

Note: A/B Testing is only available on our paid plans. To learn more about our premium plans, click here.

More resources on beehiiv’s A/B testing and best practices can be found here:

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