How To Run A Split Test Email Campaign In ConvertKit

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Here’s step by step instructions on how to run a split test email campaign in ConvertKit.

One of the things that is really limited about Convertkit which otherwise is a great email marketing software is its ability to run split test. Suppose you have a list of 10,000 people and you want to send out one version of an email to 5,000, one version of an email to another 5,000 you can’t do that in Convertkit. Well, I have actually worked out how to do it and I want to share with you how to run a split test email campaign in Convertkit. This isn’t super easy. There are some steps to go through and some manual work but you can make it happen.

Here are the steps for those of you who don’t want to go through the full tutorial. The first thing you need to do is you need to export your list into an Excel document. Therefore, you get your entire list and export it into an Excel document.

The next thing you need to do is to divide it randomly. There is a random function inside excel so you do that – divide it randomly. And you can then segment your list into two separate parts or pull out portions of your list. Once you’ve done that you then need to import that list, give them their own separate tags and you can create to email broadcast and only send it to people based on those tags. And lastly, you track it.

That’s exactly what we’re going to go through and I’ll show you how to do it. Just to make sure you know if you’re not a member of Convertkit yet but you want to become one I do have an affiliate link which helps fund this channel – go to for Convertkit and I really appreciate that.

The first step is to export your list. I find the easiest way to do this is to create a segment. If we go ahead and click create a segment we’ll give it a name. I’m just going to call it ‘example list’ because it’s for this example. You can add a whole bunch of different filters and you can match any, all or none, so you can exclude things and stuff like that. Let’s say I want ever on that has the tag OP General so I’m going to add that and I’m going to add filter so I don’t want any of my customers to be in this. I’m just kind of showing you a more complicated example. If I go to customers that should be [OPC] Customer here and so we’ll go ahead and create that, add filter and we can see that this is going down by about 300 people.

We will then go ahead and click Save. That will then create our segment which just makes it easier to export and this segment is constantly being updated. Go ahead click on the segment. We’ve got an example there. Let’s go ahead and highlight everyone. Therefore select all of these subscribers and we’re then going to go ahead and export it. Under Bulk Actions select Export and so it says “success your export is processing”. They’re going to send me an email with that export in there so we are just going to wait for that email to come through.

Great, that export file is ready. I can go ahead and download that file. I’m going to go ahead and open this file in Excel. Currently the excel document looks like this and I’ve hidden the email addresses just for this video but usually that would show email addresses. We need to create another column so let’s go ahead and call this Random and we need to put a formula in here that’s going to create random numbers. If we add =rand and then just do brackets like that () with nothing inside it that’s going to now generate a random number.

I’m going to go ahead and copy this. I’m going click on number 3 and I’m going to scroll all the way down to number 19000 (hold shift and click down to there) so I’ve got all those and we’ll go and paste it in and this is now going to create random numbers for everything. Let’s go ahead and we will sort this. Let’s add a filter in here and from random we can go ahead and click ascending or descending. It doesn’t matter but basically that’s now going to be random. We can see all the signup dates are very random there between 2015 and 2016. We can now begin dividing this list up into two different parts. All we’re going to need is the first name and email address.

For the example that I had I wanted to email 1,000 people out of my list of 20,000. You might want to send 50% somewhere, 50% somewhere else. Let’s just see how many emails do we have. We’ve got 19,353. It’s actually 19,352 because we got that first row for the headers. So half of that is 9670 so let’s go ahead and find 9670 which is here and basically what I’m going to do is highlight those too. I’m going to go all the way up to the top and I’m going to click shift. Let’s go ahead and copy those.

I’ll open up a new sheet and I’ll put first name, email and then I’ll go ahead and paste that in. So we’ve got those in there. I can now go ahead and delete all of these from this one. Hold on, let’s go ahead and we’ll highlight that one – go up to the top highlight number two and delete.

They should now be deleted. If I scroll down we can see that we’ve only got 9677 in this list. And in this list if we scroll down we should have a similar amount 9676 so slightly uneven by a couple of people but I’m not too worried about that. So let’s go ahead and export this as a CSV file so I’m just going to save it as csv. I’m going to call it List 1 and go ahead and click Save. So I saved the first tab as List 1. I then go to the second tab and save that as List 2. I’ve now got two csv files so I’ll save this tab as List 1 and I’ll save the original tab as List 2. S

o I’ve now got two csv files. So once you’ve exported and divided them randomly we’re then going to import and tag these. In order to tag them we first need to create a tag so let’s just create a tag and I’ll call it List 1. We can then also create another tag and we’ll call that one List 2. So you can obviously name these anything you want. As I said this wasn’t a simple thing to do but it can be done if you need to do it.

The next thing is to import subscribers so let’s go ahead and click on that. Now we want to add these subscribers to List 1 so let’s go ahead and do that. I’m going to pull in List 1 here and so first name and email and we’ll go ahead and click import subscribers. That will now go ahead and import our subscribers and we can see this one now has 9674 subscribers. You would repeat that same process for List 2 and that’s how we import and tag people. You’ve got two separate lists and they need to have two separate tags because that’s important when we send out to email broadcast.

Let’s go ahead and send out a broadcast. Click on broadcast – click on new broadcast and then what we want to do is we want to select it to match. We want people subscribe to the tag and we want List 1 so we’ll update that filter. For good measure I would also make sure that they’re not on this too – just so they’re not getting two emails because that is possible. So let’s make sure that they’re not subscribed to tag List 2. I haven’t imported List 2 yet so it won’t make any difference but that’s kind of just covering my bases in case I’ve made a mistake.

We then go through and we create our broadcast and then we put in the email subject, email content, create it and we can save it as a draft or we can send it out. We would then repeat the process But for list 2. we would want them to be tagged for List 2 and not for list 1 and we would make the changes that we wanted to make in our email. Ideally you would send them both out about the same time to get a good result or if you split test the time you sent it out then obviously you can stagger at those time.  You therefore need to send out two individual email broadcast.

Then the last step is to track it. And tracking in Convertkit isn’t the best tracking in the world. However, you can get basic tracking. Let’s say I’ve just sent out this email recently we can see open rate and click through rate. I sent out this email about 20 minutes ago so we can see that. Ideally you would send out two of them and it had two next to each other so you can see a difference in open rate, see a difference in click through rate, see a different in unsubscribers or if you’re tracking conversions into things then you could send them to different landing pages and track the conversions based off that.

Basically that’s how to run a split test email campaign in Convertkit. You need to export your entire list, divide your list randomly using that Rand feature inside excel. And then you need to import and tag two separate csv files and give them separate tags. You then send out two email broadcasts based on those tags and you can then track it after that. So obviously with these two email broadcast here that’s where you are split testing things and making them different in some way.

That is how to run a split test email marketing campaign inside Convertkit. It is not easy. Hopefully soon Convertkit will add this feature as I know that a lot of people have requested this but at the moment if you are desperate to do it and you don’t want to move away from Convertkit which is a situation I was in this is a way to run a split test if you need to do it every once in a while.

I hope that this has been helpful to you. Again, I do highly recommend Convertkit. I absolutely love it even though it lacks this split testing feature because it’s just so user-friendly, it looks great, it’s easy to use in segmenting people and send out emails based on the actions people are taking. It’s really good. If you haven’t signed up yet and you want to I do appreciate if you go through my affiliate link at no extra cost to you.  Just go to if that’s something you’re interested in.

That’s it from me guys. Go out there and work on your internet business and I hope that you achieved great success.

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