How relevancy and urgency affect open-rate
Experiment ID: #4431
Susan B. Anthony List
Experiment Summary
Timeframe: 06/23/2016 - 06/23/2016
During the series of SBA List moneybomb emails, they wanted to see which subject lines would motivate more people to open their emails and in turn click-through to the donation page. In the first email send, they tested the subject line: “The upcoming Supreme Court decision” vs “The pro-life impact of the Supreme Court decision.”
Research Question
Which subject line would motivate more people to open the email?
Design
C: The upcoming Supreme Court decision
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T1: The pro-life impact of the SC decision
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Results
| Treatment Name | Open Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | The upcoming Supreme Court decision | 28.8% | ||
| T1: | The pro-life impact of the SC decision | 26.6% | -7.5% | 100.0% |
This experiment has a required sample size of 3,301 in order to be valid. Since the experiment had a total sample size of 29,456, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
7.5% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The control subject line “The upcoming Supreme Court decision” had a 7.5% increase in opens. This subject line may have created a bigger sense of relevancy and urgency than the subject line “The pro-life impact of the upcoming Supreme Court decision”. While people were initially more motivated to open the control resulting in a better open rate, the treatment had a better click-through. This can be attributed to the subject line of the treatment being more reinforced by the overall message of the email copy. For the resend of this email, they sent the treatment because of the higher click-through rate.