A/B Testing Behavior When Multiple Contacts Share the Same Email Address

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Posted on by SS-22081123-0

Question:

Hello Community,

I’m working with A/B testing in a Customer Insights - Journeys setup and encountered unexpected behavior.

Requirement:
When multiple contacts share the same email address, only one version of the A/B test email should be sent to that address.

Observation:
I created a journey with a segment containing two contacts that share the same email address. However, the shared email address received both A and B versions of the test email.

Question:
Is this the expected behavior in Customer Insights - Journeys? Shouldn’t the platform deduplicate based on the email address and send only one variant? If not, what’s the recommended approach to ensure only one version is sent to shared email addresses?

Any insights or guidance would be greatly appreciated.

Thank you!

Categories:

Dynamics 365 Customer Insights - Journeys

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DAnny3211 10,782 Moderator on at

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A/B Testing Behavior When Multiple Contacts Share the Same Email Address

Hi,

In Dynamics 365 Customer Insights – Journeys, A/B testing is typically executed at the contact level, not at the email address level. This means that if multiple contacts share the same email address, each contact may independently be assigned a different variant of the A/B test, resulting in multiple versions being sent to the same address.

This behavior is expected and aligns with how the platform treats contacts as distinct entities, even if they share identifiers like email addresses.

To ensure only one version is sent per email address, consider the following approaches:

Deduplicate the Segment: Before launching the journey, filter or preprocess your segment to include only one contact per email address. This may require custom logic or external data preparation.

Use Custom Suppression Logic: Implement suppression rules or custom logic within your journey to prevent sending multiple variants to the same address.

Feedback to Microsoft: If this behavior impacts your campaign goals, consider submitting feedback or a feature request to Microsoft via the Ideas portal. Many organizations face similar challenges with shared identifiers.

Please verify if this helps clarify the behavior and possible solutions.

Thanks and best regards,

Daniele

Note: This response was prepared with support from Copilot to ensure clarity and completeness.

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