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I work in the marketing department for a small net company and we're starting to take a close look at our e-mail tests. Here's the problem:

In running “false tests” where we randomly split a segment of our database into two groups and send them the same e-mail, we are getting click rates that have statistically significant differences between the two groups. My questions are these:

1) Our volumes per cell range from 20K to 500K – what significance test should we be using to read results? (t-test 2 sided, etc)

2) Assuming we are using the correct test for significance, how often should we expect to see “false positives” or “false negatives” in testing?

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