How Long Should You Run Your A/B Test?


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No matter what type of business you have, A/B testing can be a great way to generate more engagement and revenue from your email. The idea behind A/B testing is simple: send 2 different versions of an email campaign and find out how modest changes—like subject line, from name, content, or sending time—can have a big impact on your results.

Our research has shown that not only do A/B-tested campaigns lead to much better open and click rates than regular campaigns, they typically yield more revenue, too.

But not all A/B tests are created equal. The length of the test and the way you determine a winner play key roles in a test’s overall effectiveness.

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