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Apologies if this question has been asked before, but after Googling, I struggled to find anything that really answered my question.

Say I work for the marketing dept. of a company, and we have an existing email campaign that works toward a specific goal (in this case, gaining new subscribers). We want to investigate if adding a new email to the end of the existing campaign to those who haven't subscribed by date 'X' helps to acquire more subscribers (all other things being equal).

Is it valid to design/discuss this test in terms of an A/B test? i.e:

  • 'A' refers to a proportion of all prospects yet to join by date 'X' that do receive the new email
  • 'B' refers to the other proportion of all prospects yet to join by date 'X' that do not receive the new email

My understanding of A/B tests is that both "groups" should see something (e.g. two variants of a web page as per the classic example), but in my case, we specifically want to test the effect of sending another email vs. not sending anything else?

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  • $\begingroup$ Yes that's perfectly normal in marketing. I think it's called lift tests. $\endgroup$ – seanv507 Mar 6 at 23:45

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