Will a more personal email inviting people to a webinar increase engagement and signups?
NextAfter
Experiment Summary
Timeframe: 02/03/2021 - 02/05/2021
NextAfter does at least one webinar a month and sends an email to big part of their email file to invite them to it. Previous testing has shown that a personal style email with some design elements works best. These ‘personal’ emails are often from someone, in this case Brady, but written by someone else, in this case Riley. For this test, we wanted to see if an even more personal email from and written by Brady with more personal anecdotes and tone would increase engagement (clicks) and therefore webinar signups.
Research Question
We believe that writing a more human, personal email for email subscribers will achieve more clicks and therefore webinar registrants.
Design
C: How can you improve your online fundraising, Steph
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T1: How can you improve your online fundraising, Gianc
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) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | How can you improve your online fundraising, Steph | 2.8% | ||
| T1: | How can you improve your online fundraising, Gianc | 2.9% | 3.9% | 31.3% |
This experiment has a required sample size of 177,527 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
In the end the added personalization didn’t help or hurt. When we looked at conversions there was a 3.2% increase in signups (not significant) and a slight click to conversion rate increase (82% vs. 81%, also not significant) but neither were valid. When we looked at replies back there was also a slight increase in replies to the more personal email but also not valid. So the more personal email with Brady’s tone had no significant difference in driving engagement, clicks, and signups.