Calculating Statistical Significance: A Tool for Marketers
The Point
JANUARY 6, 2011
A client asks: “For our next email campaign, we have 6,000 names available. Should we test 3,000 names first with two subject lines and then roll out the remaining 3,000 using the winning message? Or just send out all 6,000 and do an A/B test on the entire list?”. My answer: Option B (send the entire list). Here’s why: Normally, I’m all for the “test then roll out” strategy but here the client didn’t really have the numbers to pull it off.
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