How a case study example in an email affects webinar registrations
Experiment ID: #7596
NextAfter
Experiment Summary
Timeframe: 10/10/2017 - 10/12/2017
When sending a re-targeted email to invite non-responders to register for an upcoming webinar, we wondered if there was a way to write a more appealing follow-up email than simply re-hashing the content of the prior email.
For the treatment, we thought that we could help the user experience the quality of the content we would be presenting by showing a real case study that applied to year-end fundraising.
Research Question
Will a follow-up webinar email that uses a case-study example increase registrations?
Design
C: Standard Re-targeting Email
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T1: Case Study Example
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Standard Re-targeting Email | 3.0% | ||
| T1: | Case Study Example | 3.1% | 2.4% | 13.4% |
This experiment has a required sample size of 431,926 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
We saw no measurable difference in opens, clicks, or conversions between the control and treatment.
This tells us that neither method is better than the other to get more people to register for a webinar. Further testing would be needed to determine whether or not this type of email makes a difference for various segments of the non-responder audience (i.e. Non-opens VS Opens without conversions).