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The Diggintravel Podcast cover image

Tips For Your Personalization and Experimentation Program [Ronny Kohavi, Airbnb]

The Diggintravel Podcast

NOTE

The Importance of Using a Control Group in Email Marketing

Sending every email to all customers can lead to ineffective results and decreased revenue. Conducting controlled experiments with a control group can help measure the impact of email campaigns accurately. Convincing customers to hold back a percentage of their emails for measurement purposes can be challenging but yields valuable insights. Over time, excessive emailing can lead to customer fatigue, resulting in reduced engagement and unsubscribes.

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