When deciding to run an A/B test, what should be done to define the time range for the test?

Reviewing past emails to identify where opens and clicks start to drop off is an effective method for defining the time range for an A/B test. It allows marketers to understand their audience's behavior and engagement patterns over time. By analyzing historical data, you can pinpoint periods of higher engagement, which helps in setting a timeframe that reflects typical user interaction. This approach leads to more reliable and relevant results, as it considers the specific characteristics of your audience's engagement rather than arbitrary or industry-standard timelines.

Taking into account actual performance can improve the accuracy of the test results. This ensures that the A/B test is performed during a period that is representative of your audience's usual behavior, leading to more informed decisions based on the outcomes.