How to determine statistical significance

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Time ManagementHow to Understand & Calculate Statistical Significance [+ Example]
Download Now: Free A/B Testing Kit
Shadrack Wanjohi
Shadrack Wanjohi
Updated: January 06, 2025

Published: April 10, 2013

Recently, I was preparing to send an important estonia phone number material bottom-of-funnel (BOFU) email to our audience of 5,000 subscribers. I had two subject lines and couldn't decide which would perform better.

Naturally, I thought, "Let's A/B test them!" However, our email marketer quickly pointed out a limitation I hadn't considered: our list size of 5,000 subscribers was too small to run a statistically significant A/B test for subject lines.

At first, this seemed counterintuitive. Surely 5,000 subscribers was enough to run a simple test between two subject lines? This conversation led me down a fascinating rabbit hole into statistical significance and why it matters so much in marketing decisions.

Free Download: A/B Testing Guide and Kit