Email marketers often use a technique that implies segmenting the email list and sending different versions of the same email to each segment. Such split tests help compare the effectiveness of different subject lines, creative approaches, offers, etc. During the next campaign marketers often send the version that had either the highest open or click-through rate (or both) believing that this version is more effective. However, the true is that the email that resulted in a higher open or click-through rate may not be the version that produces the best results. In some cases the email with a lower click-through rate can lead to a higher number of transactions because it was of greater interest but to fewer people.

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