Everybody loves a winner, especially a winning test in email marketing. You know the feeling. The winner gives you clarity and confidence. You feel as if you’ve finally figured something out. It’s the holy grail of testing! You ran an A/B test on a campaign, one version outperformed the other, and now you have direction for your next campaign. Job done! Not so fast, dear email marketer. I don’t mean to be a killjoy. I am one of those email thought leaders who has written reams on the value of testing, here in MarTech and elsewhere. But I’ve also warned that the so-called “winner” might tell you only part of the story. You’re not done when the test is run! If you take your test results at face value, without questioning how they happened or what they really mean, you might end up making decisions that feel data-driven but could lead your email program in the wrong direction. The illusion of certainty A/B testing gives us seemingly definitive answers to important questions. That’s one reason why we trust it.…