split testing


One of the most sensible strategies used by direct marketers is what’s known as a split A/B test. A split test offers a way to compare two different messages, or two different offers, and to determine which will produce a greater rate of return.

Suppose you’re thinking of sending an offer to a list of 100,000 prospects. You aren’t sure whether those prospects would prefer a discount or some kind of bonus offer in return for their business. So what you do is take a small percentage of that list… say 5 percent… and divide that portion in half.

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