The Heritage Foundation

How a subject line test impacted open rates on a high urgency campaign

Experiment ID: #56348

The Heritage Foundation

Experiment Summary

Ended On: 04/01/2021

In an effort to increase overall email engagement during a two-week high urgency annual campaign, we wanted to test various subject lines to measure open and click response. We developed a treatment that used more active rather than passive language. The control subject line asked the question “Are you ready?” while the treatment asked “Are you coming?” while the body copy remained the same for both versions.

Research Question

We believe that creating a new subject line for returning donors will achieve an increase in open rate.

Design

C: Control
Array ( [0] => Array ( [ID] => 18476 [id] => 18476 [title] => Control.png [filename] => Control-275.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275.png [link] => https://www.nextafter.com/experiments/how-a-subject-line-test-impacted-open-rates-on-a-high-urgency-campaign/attachment/control-png-288/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-288 [status] => inherit [uploaded_to] => 18470 [date] => 2021-04-01 19:18:48 [modified] => 2021-04-01 19:18:48 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1824 [height] => 1621 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-300x267.png [medium-width] => 300 [medium-height] => 267 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-768x683.png [medium_large-width] => 640 [medium_large-height] => 569 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-1024x910.png [large-width] => 640 [large-height] => 569 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-1536x1365.png [1536x1536-width] => 1536 [1536x1536-height] => 1365 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275.png [2048x2048-width] => 1824 [2048x2048-height] => 1621 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 622 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-50x44.png [admin-width] => 50 [admin-height] => 44 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275.png [full-width] => 1824 [full-height] => 1621 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-372x331.png [thumb_372-width] => 372 [thumb_372-height] => 331 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-703x625.png [single_post_thumbnail-width] => 703 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-32x28.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 28 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-48x43.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 43 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-64x57.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 57 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-128x114.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 114 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-75x67.png [thumb_122_67-width] => 75 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-153x136.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 136 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-130x116.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 116 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-199x177.png [thumb_232_177-width] => 199 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-544x483.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 483 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-271x241.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 241 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-271x241.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 241 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-194x172.png [thumb_272_172-width] => 194 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-372x331.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 331 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-372x331.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 331 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-304x270.png [thumb_385_270-width] => 304 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-271x241.png [thumb_416_241-width] => 271 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-448x398.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 398 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-896x796.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 796 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-430x382.png [thumb_574_382-width] => 430 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-444x395.png [thumb_776_395-width] => 444 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 18478 [id] => 18478 [title] => Treatment_#1.png [filename] => Treatment_1-116.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116.png [link] => https://www.nextafter.com/experiments/how-a-subject-line-test-impacted-open-rates-on-a-high-urgency-campaign/attachment/treatment_1-png-123/ [alt] => [author] => 0 [description] => [caption] => [name] => treatment_1-png-123 [status] => inherit [uploaded_to] => 18470 [date] => 2021-04-01 19:19:25 [modified] => 2021-04-01 19:19:25 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1853 [height] => 1608 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-300x260.png [medium-width] => 300 [medium-height] => 260 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-768x666.png [medium_large-width] => 640 [medium_large-height] => 555 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-1024x889.png [large-width] => 640 [large-height] => 556 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-1536x1333.png [1536x1536-width] => 1536 [1536x1536-height] => 1333 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116.png [2048x2048-width] => 1853 [2048x2048-height] => 1608 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 607 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-50x43.png [admin-width] => 50 [admin-height] => 43 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116.png [full-width] => 1853 [full-height] => 1608 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-372x323.png [thumb_372-width] => 372 [thumb_372-height] => 323 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-720x625.png [single_post_thumbnail-width] => 720 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-32x28.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 28 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-48x42.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 42 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-64x56.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 56 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-128x111.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 111 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-77x67.png [thumb_122_67-width] => 77 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-153x133.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 133 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-130x113.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 113 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-204x177.png [thumb_232_177-width] => 204 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-544x472.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 472 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-271x235.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 235 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-271x235.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 235 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-198x172.png [thumb_272_172-width] => 198 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-372x323.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 323 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-372x323.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 323 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-311x270.png [thumb_385_270-width] => 311 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-278x241.png [thumb_416_241-width] => 278 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-448x389.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 389 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-896x778.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 778 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-440x382.png [thumb_574_382-width] => 440 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-455x395.png [thumb_776_395-width] => 455 [thumb_776_395-height] => 395 ) ) )
T1: Treatment #1
Array ( [0] => Array ( [ID] => 18476 [id] => 18476 [title] => Control.png [filename] => Control-275.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275.png [link] => https://www.nextafter.com/experiments/how-a-subject-line-test-impacted-open-rates-on-a-high-urgency-campaign/attachment/control-png-288/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-288 [status] => inherit [uploaded_to] => 18470 [date] => 2021-04-01 19:18:48 [modified] => 2021-04-01 19:18:48 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1824 [height] => 1621 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-300x267.png [medium-width] => 300 [medium-height] => 267 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-768x683.png [medium_large-width] => 640 [medium_large-height] => 569 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-1024x910.png [large-width] => 640 [large-height] => 569 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-1536x1365.png [1536x1536-width] => 1536 [1536x1536-height] => 1365 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275.png [2048x2048-width] => 1824 [2048x2048-height] => 1621 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 622 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-50x44.png [admin-width] => 50 [admin-height] => 44 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275.png [full-width] => 1824 [full-height] => 1621 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-372x331.png [thumb_372-width] => 372 [thumb_372-height] => 331 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-703x625.png [single_post_thumbnail-width] => 703 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-32x28.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 28 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-48x43.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 43 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-64x57.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 57 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-128x114.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 114 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-75x67.png [thumb_122_67-width] => 75 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-153x136.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 136 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-130x116.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 116 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-199x177.png [thumb_232_177-width] => 199 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-544x483.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 483 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-271x241.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 241 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-271x241.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 241 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-194x172.png [thumb_272_172-width] => 194 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-372x331.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 331 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-372x331.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 331 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-304x270.png [thumb_385_270-width] => 304 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-271x241.png [thumb_416_241-width] => 271 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-448x398.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 398 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-896x796.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 796 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-430x382.png [thumb_574_382-width] => 430 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-275-444x395.png [thumb_776_395-width] => 444 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 18478 [id] => 18478 [title] => Treatment_#1.png [filename] => Treatment_1-116.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116.png [link] => https://www.nextafter.com/experiments/how-a-subject-line-test-impacted-open-rates-on-a-high-urgency-campaign/attachment/treatment_1-png-123/ [alt] => [author] => 0 [description] => [caption] => [name] => treatment_1-png-123 [status] => inherit [uploaded_to] => 18470 [date] => 2021-04-01 19:19:25 [modified] => 2021-04-01 19:19:25 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1853 [height] => 1608 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-300x260.png [medium-width] => 300 [medium-height] => 260 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-768x666.png [medium_large-width] => 640 [medium_large-height] => 555 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-1024x889.png [large-width] => 640 [large-height] => 556 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-1536x1333.png [1536x1536-width] => 1536 [1536x1536-height] => 1333 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116.png [2048x2048-width] => 1853 [2048x2048-height] => 1608 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 607 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-50x43.png [admin-width] => 50 [admin-height] => 43 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116.png [full-width] => 1853 [full-height] => 1608 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-372x323.png [thumb_372-width] => 372 [thumb_372-height] => 323 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-720x625.png [single_post_thumbnail-width] => 720 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-32x28.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 28 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-48x42.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 42 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-64x56.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 56 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-128x111.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 111 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-77x67.png [thumb_122_67-width] => 77 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-153x133.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 133 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-130x113.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 113 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-204x177.png [thumb_232_177-width] => 204 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-544x472.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 472 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-271x235.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 235 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-271x235.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 235 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-198x172.png [thumb_272_172-width] => 198 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-372x323.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 323 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-372x323.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 323 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-311x270.png [thumb_385_270-width] => 311 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-278x241.png [thumb_416_241-width] => 278 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-448x389.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 389 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-896x778.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 778 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-440x382.png [thumb_574_382-width] => 440 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-116-455x395.png [thumb_776_395-width] => 455 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameOpen RateRelative DifferenceConfidence
C: Control 24.6%
T1: Treatment #1 24.8%0.7% 50.2%

This experiment has a required sample size of 474,054 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 did not see any valid results from the experiment and only reached 50.2% level of confidence so this concept would need to be re-tested in the future. Looking at the body copy for the treatment, we would want to also test aligning the body copy with the subject line to make sure the original question is addressed or expounded upon to help the message flow more congruently.


Experiment Documented by Rebekah Josefy
Rebekah Josefy is an Optimization Director at NextAfter.

Question about experiment #56348

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.