# Workflow: A/B test messaging at scale

> Run message variants against live traffic, kill the losers, and roll winners out as templates.

**Outcome:** Messaging that measurably improves every cycle - each sequence step carries data-picked copy, and winning messages become reusable templates for the whole team.

**Availability:** runnable today — all 6 steps are callable now.

The optimization loop most teams never close: variants get created, but nobody reads the per-variant stats or kills the losers. For an agent this is a pure numbers job — every step of the loop is an API call available today.

## Steps

1. **Create variants on key steps** — uses [Sequence API](https://headless-jason-ai-sdr-7ajjk.ondigitalocean.app/apis/sequences.md)
   Add A/B message variants to the sequence steps that matter most — openers and first follow-ups move the numbers hardest.
2. **Let traffic split** — uses [Sequence API](https://headless-jason-ai-sdr-7ajjk.ondigitalocean.app/apis/sequences.md)
   Run the sequence; the platform distributes contacts across enabled variants automatically.
3. **Read per-variant performance** — uses [Sequence API](https://headless-jason-ai-sdr-7ajjk.ondigitalocean.app/apis/sequences.md)
   Pull per-step stats and compare open, reply, and positive-reply rates between variants.
4. **Disable the losers** — uses [Sequence API](https://headless-jason-ai-sdr-7ajjk.ondigitalocean.app/apis/sequences.md)
   Turn off underperforming variants mid-flight — no need to stop the sequence.
5. **Promote the winners** — uses [Templates & Schedules API](https://docs.reply.io/api-reference/email-templates/create-an-email-template)
   Save winning messages as email templates so every future sequence starts from proven copy.
6. **Verify the lift** — uses [Analytics API](https://headless-jason-ai-sdr-7ajjk.ondigitalocean.app/apis/analytics.md)
   Confirm the aggregate effect in channel reports — reply rate and positive-reply rate over time.

HTML version: https://headless-jason-ai-sdr-7ajjk.ondigitalocean.app/workflows/ab-test-messaging