In the case of a tie during an A/B send, what must occur?

In the context of A/B testing within Salesforce Marketing Cloud, if a tie occurs—where both variants of the email receive identical performance metrics—Option A is automatically declared the winner. This process ensures that there is a clear resolution for the test, allowing the marketing team to proceed with sending out the preferred email version without additional delays.

In A/B testing, the goal is to determine which version performs better based on specific criteria, such as open rates or click-through rates. When ties arise, automatically designating one option as the winner simplifies decision-making and adheres to the need for efficiency in marketing campaigns.

Understanding this process is crucial for effectively managing email campaigns and ensuring timely execution. The options that involve manual selection, automatic wins for other choices, or the cancellation of the send process unnecessarily complicate the workflow and can hinder productivity.