Insights
The A/B tab on a broadcast's statistics re-cuts that campaign's sent, opened, and clicked across the dimensions that explain them — by contact list, by sub-campaign, by SMTP, by top-clicked link, and by browser. The headline number tells you what happened; this tells you where it came from.
Looking to test variants and auto-send the winner to the rest? That's a separate feature — Split Tests.
What the A/B tab is
It doesn't run a test or pick a winner. It takes a campaign you already sent and slices its numbers so you can see what drove them.
Pick a dimension and the campaign's sent / opened / clicked is grouped along it — per contact list, per sub-campaign, per SMTP server. The totals are the same; what changes is how they're split, so you can see which slice carried the result.
A 6% open rate across the whole send hides that one segment opened at 31% and another at 5%. The breakdown surfaces that spread — so you learn which audience, server, or variant is pulling the number up or down.
Two dimensions go past sent/opened/clicked: Top clicks ranks the actual links recipients clicked, and Clicks by browser shows which clients (Chrome, Safari, Edge…) the opens came from.
The breakdowns
A radio switch above the table flips the same campaign between these cuts. Pick the one that answers the question you're asking.
Sent, opened, and clicked for each list or segment in the send — which audience responded, and which dragged the average down.
The same numbers per sub-campaign, so when a send spans several you can compare them side by side.
Performance per sending server — a quick read on whether one SMTP is delivering or engaging differently from the rest.
A ranked table of the most-clicked links, with counts and share — what actually pulled the clicks in the email.
Opens grouped by client/browser — Chrome, Safari, Edge, Firefox, and the rest — for a read on how recipients engaged.
Every breakdown shares the campaign's Export Options and the Live toggle, so you can pull any cut for deeper analysis.
A/B vs Split Tests
The names overlap in most tools, so it's worth being precise about which is which in Mumara ONE — because they answer opposite questions.
A/B Comparison is diagnostic and after-the-fact. The campaign has already gone out; the A/B tab helps you understand the result by slicing it across lists, sub-campaigns, SMTPs, links, and browsers. Nothing is sent as a result of looking at it — it's a reporting lens.
Split Tests is experimental and decision-making. It sends competing variants to a sample, measures a metric, picks the winner, and sends the rest of the audience the winning version. That's where 'pick a winner and roll it out' belongs.
Reach for A/B Comparison when you want to understand a send you already made; reach for Split Tests when you want the platform to choose the better variant before the bulk of the audience sees it. This page is about the former.
What it answers
A blended open rate hides a strong segment and a weak one. The Contact Lists breakdown shows each list's own sent/opened/clicked, so you know where the response really came from.
When a send spreads across several sending servers, the SMTP breakdown reveals if one is delivering or engaging worse than the others — a signal worth acting on.
Knowing the click rate isn't knowing what they clicked. Top clicks ranks the real links, so you see which offer or content pulled the attention.
Clicks by browser shows the client mix behind the opens — useful context for rendering, and for reading how engagement is really distributed.
Common questions
It's a breakdown view inside a broadcast's statistics. It takes that one campaign's results — sent, opened, clicked — and re-cuts them across dimensions you toggle between: Contact Lists, Campaigns, SMTP, Top clicks, and Clicks by browser. It's a reporting lens, not a test.
No — that's a different feature called Split Tests. A/B Comparison only analyses a campaign that's already been sent; it never sends anything itself. If you want to compete variants on a sample and auto-send the winner to the rest, use Split Tests.
Contact Lists (results per list/segment), Campaigns (per sub-campaign), SMTP (per sending server), Top clicks (a ranked table of the most-clicked links), and Clicks by browser (opens grouped by client like Chrome, Safari, Edge).
Statistics → Broadcast Stats, open a campaign's details, and select the A/B tab. A radio control above the table switches between the dimensions, and the campaign's Export Options apply to whichever cut you're viewing.
Yes. The A/B tab sits within the campaign's statistics, which has Export Options — so you can pull any cut out for deeper analysis or a report.
Related
The other feature: compete variants on a sample, pick a winner by metric, and send the rest the winning version.
Read moreThe wider reporting surface the A/B tab lives within — real-time, per-IP, revenue-attributed.
Read moreA/B Comparison breaks down the results of a broadcast you sent.
Read moreThe Contact Lists breakdown shows how each segment performed — feed that learning back into your segments.
Read moreThe SMTP breakdown reflects the Bridges and Pools a campaign sent through.
Read moreMumara ONE · A/B Comparison
Slice any campaign by list, sub-campaign, SMTP, top-clicked link, and browser — and see exactly what drove the result, all from the A/B tab in broadcast statistics.
