Email Segmentation & A/B Testing Flashcards
7 cards from real CPM practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Email Segmentation & A/B Testing flashcards as text
A marketer wants to segment an email list based on how recently subscribers have made a purchase. Which segmentation model best supports this?
Answer: RFM (Recency, Frequency, Monetary) segmentation
RFM segmentation classifies customers by how recently, how often, and how much they purchase, making it ideal for recency-based targeting.
When A/B testing email subject lines, what is the most important principle for maintaining test validity?
Answer: Randomly split the audience and change only one variable
Valid A/B tests require a random split and isolation of a single variable so results can be attributed to that change alone.
A retail brand segments subscribers by past purchase category (shoes, apparel, accessories). This is an example of which segmentation type?
Answer: Behavioral segmentation
Behavioral segmentation groups customers by their past actions, such as product categories they have purchased.
An A/B test on email CTA button color yields a p-value of 0.08. At a 95% confidence threshold, what should the marketer conclude?
Answer: The result is not statistically significant and more data is needed
A p-value of 0.08 exceeds the 0.05 threshold for 95% confidence, meaning the result is not statistically significant.
Which metric is MOST appropriate to use as the primary success metric when A/B testing email send time?
Answer: Open rate
Open rate directly measures whether recipients are responding to the email at the time it arrives, making it the most relevant metric for send-time tests.
A SaaS company segments its email list into free-trial users, paying subscribers, and churned customers. This is an example of:
Answer: Customer lifecycle segmentation
Lifecycle segmentation groups contacts by where they are in the customer journey, such as trial, active, or churned status.
What is 'winner takes all' deployment in the context of A/B testing?
Answer: Automatically deploying the winning variant to the remaining audience after the test period
Winner-takes-all deployment means the statistically superior variant is automatically sent to the remainder of the list once the test concludes.