Supabase describes a sales experiment in which it compares growth among customers who respond to outreach with a control group of nonresponders.

“We send off 1,000 emails to people who are having problems, and say 500 of them respond. We take the cohort who don't respond, and we use them as a control group. Okay. And we measure how much they grow.”

“Turns out they grow twenty-five percent m-month over month. Then we take all those who do respond, and we say to our sales team, "The only thing you need to do is get on a call with these people and help them."”