The Science of Email Testing
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Tim Muenchen
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In this case, A Place for Mom divided its list into 28 random segments. For each of the days of the week, it sent at four different periods. A Place for Mom measured the results of each of these sends after precisely seven days to make sure the test was fair.
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It found Saturday and Sunday evenings had the highest open and clickthrough rates. The weekend evening open rate was about 10 percent higher than other deployment times, and the clickthrough rate was about 15 percent higher.
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