Farquharson/Tedesco on Business Development: Learn from A/B Testing Results

One final note
in the interest of transparency...we admit it. We're not perfect scientists. Technically, our A/B testing was not 100 percent scientifically rigorous. With pure A/B testing, the "A" and "B" communications must go to completely separate lists. But all of our A/B test campaigns were sent to lists that shared some of the same contacts.