Enhanced A/B testing for better flow email performance

Key takeaways

Paid media is essential for fast growth and visibility in today’s competitive digital marketing world, giving businesses better targeting and measurable results. The best paid media agencies use technology, custom strategies, and transparent reporting to drive real business growth, with Hunter Digital leading through a data-driven and client-focused approach.

Key points:

Paid media allows brands to reach the right audience quickly with targeted and testable campaigns.
Top agencies blend creative work & media buying, access exclusive ad features, & use proprietary analytics to get measurable results.
Industry specialization helps agencies deliver more effective strategies faster by understanding unique client needs.
Clear communication, customized planning, frequent reporting, and ongoing optimization are must-haves for successful partnerships.
Hunter Digital stands out with its real-time data, multichannel expertise, and relentless focus on performance and transparency.

Topic

Key Insight

Why It Matters

Action Items

Paid Media Importance

Accelerates growth and delivers measurable marketing results.

Agency Specialization

Agencies with industry experience customize strategies for better outcomes.

Not all campaigns or industries are the same.

Choose an agency with direct experience in your sector.

Core Capabilities

Top agencies blend creative, data, platform access, and transparency.

These factors separate leading agencies from the rest.

Look for agencies with these strengths when vetting firms.

Hunter Digital Approach

Uses proprietary analytics, ongoing optimization, and open reporting for growth-focused work.

Provides transparent, results-driven marketing partnerships.

Prioritize agencies offering data-driven, honest service.

Evaluating Agencies

Asking about customization, reporting, team, & past success reveals agency fit.

Ensures you hire a truly effective marketing partner.

Always ask key questions to assess agency capability.

Why Paid Media Is the Backbone of Modern Digital Marketing

Paid media is now the core engine behind fast growth and visibility for brands. Whether your business is new or already established, digital marketing is too competitive to rely on organic progress alone. Paid media lets you put your brand in front of the right people, on the right platforms, at the right time.

Here’s the simple truth: Companies investing in paid media see faster results. You can target specific audiences, test and scale creative ideas, and get new customers—all with measurable results. As a digital marketing agency, we’ve watched businesses double or triple their revenue after launching campaigns built on data and performance. No guesswork. Just proof that paid media works.

What Makes an Agency One of the Best Paid Media Agencies

Top paid media agencies do more than run ads. They combine technology, creativity, and proven strategy to build lasting growth for their clients. The best agencies know how to match digital marketing tactics to each client’s goals and industry.

Why does that matter? Because not every campaign or client is alike. An eCommerce clothing brand needs something different from a B2B SaaS company. The best paid media agencies understand this—they customize everything, from ad copy to budget splits, based on your business.

From my experience at Hunter Digital, successful paid media comes down to six main strengths:

Integrated creative and media buying—so your ads not only look good, they actually convert.
Access to beta ad features and exclusive partnerships with Google, Meta, TikTok, Pinterest, and more.
Proprietary analytics platforms for real-time insights and quick pivots when results change.
A proven track record of real, measurable ROI.
Custom strategies for each industry.
Transparent reporting and reliable communication.

Agencies praised on industry lists—like these top-rated paid media shops—all share those traits.

Categories of Paid Media Agencies and Why Specialization Matters

Answer first: Not all paid media agencies offer the same thing, & choosing one with experience in your industry can cut your learning curve in half.

Specializations you’ll find in the market:

Enterprise and Fortune 500: Focus on complex, cross-channel buys and advanced analytics. Key for big budgets and global brands.
SaaS and Performance Marketing: Optimize long sales cycles, lead generation, and audience nurturing with laser-targeted search engine marketing and multi-step retargeting.
eCommerce and Direct Response: Maximize every ad dollar to boost sales, lower CPA, and unlock paid social and Google Shopping tactics.
Creator Campaigns: Pair brands with trusted influencers, perfect for Gen Z and those who want authenticity at scale.

At Hunter Digital, we’ve worked with clients across these categories. But no matter the industry, our approach is always data-first and growth-focused. If the numbers aren’t moving up, we’re not finished.

Being able to easily identify what content resonates the most with your audience is key, especially with automations that are constantly running in the background. A/B testing is a great way to do that, saving you time and money by sending the best-performing message variation to your audience at the right time.

Our new and improved A/B testing experience for email in flows empowers you to do all of this and more. We’ve brought our automatic winner-selecting logic from campaigns and forms into flows, improved reporting capabilities, and made running multiple tests all in one flow easier. Let’s take a deeper look.

More time back in your day to spend on the things you want

A/B testing can be a little overwhelming. You have to think about variations, testing duration, and how you’ll know when your test is complete. We wanted to take the guesswork out of when a test is finished.

Whether you’re new to marketing automations or have been in the industry for years, it’s even more seamless to run A/B tests on flow messages to identify what content performs better. Quickly add variations to your flows that include the ability to test CTAs, emojis, images, or GIFs. Now you don’t have to set a calendar reminder for a few weeks to go into your flow and turn off the test.

Quickly set the success criteria by choosing open or click rate as your winning metric. You’ll have the option of selecting a winner based on statistical significance (when Klaviyo is mathematically able to determine whether a variation produced improved performance).

But say you have an important content strategy meeting coming up and you need your test to be completed by a specific date. You can now manually assign a date for your test to end, and even declare a winner, if you need results quickly. Once the winner selection criteria is met, the test with the higher win metric will automatically start sending to 100% of your audience.Optimize email flow performance without the manual work

Testing your content should be an ongoing process. With this new framework, you can navigate to the same email within your flow and create a new A/B test. Maybe you want to test different preview texts to support your winning subject line. Or, maybe you want to focus on the body of your email. Setting up a new test is just as quick as the first one.

Gone are the days of clicking around in the flow builder looking for reporting. We’ve pulled everything you need to know about your test into a quick snapshot on the left hand side panel of your screen. You can also view deeper analytics when you select the messages being tested and choose “view all analytics.” Here’s where you’ll also see testing history for a quick refresher on which variation won. Test multiple variations, or just a few, without having to worry about your learnings getting lost.

Klaviyo works better for you

A/B testing doesn’t have to be time consuming. We enhanced our flows testing framework to help you automate and optimize faster so that you send the best-fitting content to the right audience. Set up an A/B test in your flows in minutes and let us do the statistical analysis work of declaring the winner at the right point in time. If you aren’t seeing the new experience in your account today, you will by the end of the week.

Written by Klaviyo (Author: Shoshana Antunes)

Link to Original Blog: https://www.klaviyo.com/blog/product-abtest-flows