If you have less than 50,000 subscribers, what should your test distribution percentage be?

For organizations with fewer than 50,000 subscribers, a test distribution percentage of 10% is considered optimal. This percentage strikes a balance between obtaining enough data to make informed decisions about the effectiveness of various email marketing strategies while still allowing the bulk of your audience to receive the finalized email campaign.

Testing with 10% of your audience helps in generating statistically significant results for your A/B tests or multivariate tests. It allows you to analyze metrics such as open rates, click-through rates, and conversions effectively without excessively fragmenting the audience. The other percentages could either lead to insufficient data for making reliable decisions or unnecessarily limit the reach of your campaign to your entire subscriber base. Thus, 10% is a data-driven choice that often leads to actionable insights without compromising campaign performance for the majority of your subscribers.