not testing on a large enough sample

What are the Risks of Testing on a Small Sample?

Testing on a small sample can result in misleading conclusions. For instance, you might find that a particular subject line performs exceptionally well in a small test group, but when applied to your entire audience, it fails to deliver. This discrepancy occurs because the small sample may not reflect the broader audience’s preferences, behaviors, or characteristics. Additionally, small samples are more susceptible to random variations, which can distort the results.

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