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skills/ab-testing/SKILL.md

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+---
+name: ab-testing
+description: Use when designing experiments for subject lines, offers, cadences, or
+  journeys.
+---
+
+# Experimentation & A/B Testing Skill
+
+## When to Use
+- Validating new subject lines or creative.
+- Testing segmentation hypotheses (persona vs behavior).
+- Optimizing cadence, timing, or automation triggers.
+
+## Framework
+1. **Hypothesis** – define expected uplift + rationale.
+2. **Metric Selection** – primary (open/click/conv) + guardrails (unsubs, spam).
+3. **Sample Sizing** – ensure stat significance (min 500 recipients per variant or use power calculator).
+4. **Execution** – randomize, keep variants isolated, limit simultaneous tests.
+5. **Analysis** – use z-test or Bayesian uplift; document learnings.
+
+## Templates
+- Experiment brief (hypothesis, segments, KPI, risk guardrails).
+- Variant table (control vs test inputs, creative asset links, owner).
+- Calculator sheet for minimum detectable effect + sample size.
+- Post-test debrief doc capturing learnings + rollout plan.
+
+## Experiment Ideas
+- Subject line vs preview text combos.
+- CTA placement (hero vs footer).
+- Personalization depth (basic vs dynamic modules).
+- Wait times between touches.
+
+## Tips
+- Run no more than two tests per journey simultaneously.
+- Recycle learnings into playbooks + automation templates.
+- Segment results by persona to catch hidden signals.
+
+---