‘4 Threats that Make Email Testing Dangerous and How a Major Retailer Overcame Them’ – ‘MarketingExperiments’ Blog

Andrea Johnson says, “To test emails, you just send out two versions of the same email. The one with the most opens is the best one, right?

Wrong.

“There are way too many validity threats that can affect outcomes,” explained Matthew Hertzman, Senior Research Manager, MECLABS.

A validity threat is anything that can cause researchers to draw a wrong conclusion. Conducting marketing tests without taking them into account can easily result in costly marketing mistakes.

In fact, it’s far more dangerous than not testing at all”.

4 Threats that Make Email Testing Dangerous and How a Major Retailer Overcame Them

MarketingExperiments Blog