Email A/B Testing Accuracy By Goal [CHART]

Chart: Accuracy Email A/B Test by Wait Time

A/B testing is the most common conversion rate optimization (CRO) method, and is also considered the most valuable. But when testing email campaigns, how long should you wait before deciding a winner? It depends if you’re optimizing for opens, clicks, or revenue, says MailChimp.

To arrive at its conclusions, MailChimp analyzed almost half-a-million users’ A/B tests that featured at least 5,000 subscribers per test. For each test, MailChimp took snapshots at different times and then compared the winner at the time of the snapshot with the test’s all-time winner.

It then looked at how long it took before a test could determine the winner with 80% accuracy, depending on the goal of the campaign. Read the rest at