Messages and Experiments

Prerequisite: Guide to Mixpanel Basics

This guide assumes that you already have a foundational understanding of the Mixpanel data model. If you haven't already done so, please take time to review the Guide to Mixpanel Basics before proceeding with this guide.

Take action and connect with users through the use of Mixpanel Messages, Campaigns, and A/B Testing. Messages and Campaigns can be built to deliver across platforms, scheduled to deliver at the right time, and can be sent the perfect number of times needed to re-engage users. Mixpanel provides tools to interact with users, ensuring a continued connection between your product and its consumers.



Mixpanel supports the following message types: email, SMS, push, in-app, and webhooks. Each of these messages has different qualifications required in order to send (for example, sending an email requires a user’s email address). Learn more about all the types of messages here.

Creating a Message

1. Mixpanel Messages can be accessed in the Messages & Experiments dropdown. Select Messages from the dropdown.


2. Click Create Message and select the type of message you would like to create. In this example Email will be selected.


3. Build your message by filling in the fields.


It is possible to put user profile properties in the message fields.

Content that is wrapped in {{ }} will be replaced by the value of the property.

Hey {{ ${User name} }},

Here the "User name" property is used. In this case, we additionally wrap the property name in ${}  to escape spaces.

4. Next, target which users you would like to receive this message by selecting properties and events that apply to the target group.


5. Once you've targeted your users, you just have to schedule the message. There are two options for scheduling messages.


  • ASAP messages: These messages go out to individual users as soon as they match the targeting criteria for the first time. It's common for users to go from "not matching" to "matching" – many messages include a time-based requirement such as "last login was greater than two weeks ago", or one based off of other profile properties that may change (Mixpanel will only send the message to a user one time).
  • Scheduled messages: These messages can be set to go out at a specified time, day of week, or interval. For example, you could set your message to go out at 9am PST every Wednesday. When the message runs, it finds all the users who match the criteria you have defined (and who have never received this message) and sends it to them.
  • Recurring messages: These messages can be set to send repeatedly, either as the criteria of the target is met, or on a scheduled daily, weekly, or monthly basis.


Mixpanel Campaign sends a series of messages using event-based targeting and controls such as rate limiting and control groups. Campaigns are fully customizable and will help attract users, ultimately driving user retention and re-engagement. 

Learn more about Campaigns here.

Creating a Campaign

The process to create a Campaign is the same as Messages, aside from the delivery settings.


Campaign analytics shows the overall performance of all messages in a Campaign by comparing individual message performance against that of a control group.


A/B Testing

Mobile A/B tests or “experiments” are code changes that affect how your mobile app looks, or how it works.

  • Visual Tests: Consist of UX changes, and are set up using the codeless mobile interface. They’re often used to modify how the app looks and change the text or color.
  • Developer Tweaks: Variables that you can code into the app in a way that makes them editable through Mixpanel. These are often used to modify underlying parameters that are not accessible via the codeless mobile interface.

Learn more about A/B Testing here.

Creating an A/B Test 

You can set up a simple visual A/B Test by connecting to the codeless mobile interface in the A/B Testing tool. All you need is a working mobile app that has the latest version of Mixpanel installed.

Minimum tracking library versions required to set up a mobile A/B Test:

Follow the detailed instructions in the Mixpanel developer documentation to set up your own A/B test:

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