# Event email A/B test — design and decision worksheet

Editable working template (English). Duplicate this sheet for each test. Use your email provider's current instructions and approved event facts. This worksheet does not send messages or calculate statistical confidence.

## 1. Decision to make

| Field | Fill in |
| --- | --- |
| Event and message | [Event] / [campaign name] |
| Owner and email operator | [names or roles] |
| Decision after the test | [What will change in a comparable next send?] |
| Hypothesis | For [eligible audience], changing [one element] from [A] to [B] will [expected direction] in [primary outcome] because [reason]. |
| Test feasible before offer/event deadline? | [Yes / no; reason] |

## 2. Audience and assignment

| Field | Fill in |
| --- | --- |
| Permission/eligibility rule | [Who may receive this message?] |
| Exclusions | [Purchasers, employees, duplicate records, other approved exclusions] |
| Audience language/locale | [One language or documented mix] |
| Assignment method and provider setting | [Provider-supported random assignment; verify current plan/settings] |
| Expected A/B allocation | [A: ... / B: ...] |
| Rule for duplicate or overlapping recipients | [How the operator checks] |

## 3. Variant and production record

| Item | A | B | Same in both? / approver |
| --- | --- | --- | --- |
| Changed element | [full wording or setting] | [full wording or setting] | This is the only planned difference. |
| Subject and preview | [paste both] | [paste both] | [If not the variable, confirm identical.] |
| Approved body and event facts | [version/date] | [version/date] | [fact owner] |
| Destination URL | [actual URL] | [actual URL] | [full path checked] |
| Ticket/registration path | [choice to confirmation result] | [choice to confirmation result] | [checker/date] |
| Test inbox and link QA | [result] | [result] | [email operator] |

## 4. Measurement rule, decided before sending

| Field | Fill in |
| --- | --- |
| Primary outcome | [Example: unique registration-link clicks, if provider reports them] |
| Denominator | [Example: successfully delivered messages] |
| Reporting source and export | [Provider report, event-side report; owner/location] |
| Observation window | [Start/end and time zone] |
| How registrations connect to an assigned version, if claimed | [Verified method or “not available; do not claim registration lift”] |
| Secondary signals | [Unsubscribes, replies, bounces, registrations if reliably linked] |
| Stop/exception rule | [Who pauses if link, fact, inventory or eligibility changes?] |

## 5. Observation at the agreed review time

| Measure | A | B | Note |
| --- | ---: | ---: | --- |
| Assigned recipients | [ ] | [ ] | Provider assignment record |
| Successfully delivered | [ ] | [ ] | Use one definition |
| Primary outcome count | [ ] | [ ] | Unique events if defined that way |
| Primary rate | [count ÷ denominator] | [count ÷ denominator] | Do not compare raw totals alone |
| Missing/suspect data | [ ] | [ ] | Opens, bot activity, broken links, attribution gaps |
| Important change during run | [ ] | [ ] | Price, stock, event facts, destination, timing |

## 6. Decision and handoff

- Decision: [ ] Adopt B for a comparable next send  [ ] Keep A  [ ] Repeat test  [ ] No conclusion / no change
- Evidence supporting this decision: [State the primary measure and its limits.]
- What cannot be claimed: [For example, clicks did not prove ticket sales.]
- Follow-up owner and due point: [role / event milestone]
- Approved by / date: [name / date]

Keep recipient-level personal data out of this shared working sheet. Store provider exports according to your organization's approved process.